Display based marketing message control system and method

ABSTRACT

PCT No. PCT/CA94/00332 Sec. 371 Date Dec. 13, 1995 Sec. 102(e) Date Dec. 13, 1995 PCT Filed Jun. 14, 1994 PCT Pub. No. WO94/30000 PCT Pub. Date Dec. 22, 1994A marketing system for use in a public switched telephone system having stored program controlled switches connected to customer premise equipment having an Analog Display Service Interface, comprises a storage device for storing predetermined information respecting each of customer premise equipment, a device for assembling and managing messages including creating a message to be delivered to one or more of the customer premise equipment, linking each message with one or more of the customer premise equipment, scheduling the delivery of the messages at a predetermined time, and measuring the response of each customer premise equipment to messages delivered thereto.

This application is based on an International Application Ser. No.PCT/CA94/00332, filed Jun. 14, 1994, which designated the U.S. as acontinuation in part application, which is based on U.S. patentapplication Ser. No. 08/076,648, filed Jun. 14, 1993, still pending.

This application is based on an International Application Ser. No.PCT/CA94/00332, filed Jun. 14, 1994, which designated the U.S. as acontinuation in part application, which is based on U.S. patentapplication Ser. No. 08/076,648, filed Jun. 14, 1993, still pending.

FIELD OF THE INVENTION

The present invention relates to a method and an apparatus for creatinga marketing communications channel whereby display based informational,promotional and advertisement messages are delivered through a publictelephone network to unattended screen based devices in a non-intrusivemanner.

BACKGROUND OF THE INVENTION

As screen based telephony becomes more prevalent, there is a need toemploy these screens to provide a marketing communications channel thathas attributes that exceed those of traditional mass marketingcommunications channels--television, radio, direct mail and telephonesoliciting. Existing channels are not intrinsically targetable andmeasurable, i.e. they do not intrinsically have the ability to target asingle screen based device or any group of screen based devices withmessages that are based on consumer demographics or buying behaviour.

SUMMARY OF THE INVENTION

The present invention provides a marketing communications channel thatis intrinsically targetable and measurable. The ability to target asingle screen based device or any group of screen based devices withmessages that are based on consumer demographics or buying behaviourmeans that messages have more relevance to consumers and advertisers.Targeting can be controlled by: direct marketers--thereby increasing theeffectiveness of the message; and by the consumer--thereby increasingthe acceptance of the message. Since this medium is connected to thepublic telephone network, it provides for a high degree ofmeasurability. Messages prompt users to generate calls directly to themarketer or to interactive information systems. These calls can becounted by traditional telephony means providing response measurementstatistics for the direct marketer.

One aspect of the present invention is defined as a marketing system foruse in a public switched telephone system having stored programcontrolled switches connected to customer premise equipment having anAnalog Display Service Interface, the system comprising a storage devicefor storing predetermined information respecting each of customerpremise equipment, a device for assembling and managing messagesincluding creating a message to be delivered to one or more of thecustomer premise equipment, linking each message with one or more of thecustomer premise equipment, scheduling the delivery of the messages at apredetermined time, and measuring the response of each customer premiseequipment to messages delivered thereto.

Another aspect of the present invention is defined as a process fornon-intrusively delivering informational, promotional and advertisementmessages over a public telephone network to unattended screen baseddevices, comprising the steps of creating a message to be delivered,storing said message, selecting one or more of said screen based devicesto which said message is to be delivered, scheduling said message fordelivery at a predetermined time, delivering said message at saidpredetermined time, detecting a response to said message; and storingsaid response.

The preferred embodiment introduces DBM messages as targeted displaybased informational, promotional and advertising messages deliveredthrough the public switched telephone network to consumer's unattendedscreen based devices in a non-intrusive manner. A second embodimentexpands this fundamental concept and calls this component of DBMmessages the "little". After viewing the "little" message, the consumermay call up a detailed message known as the "lot" and then, if desired,place a call to a retailer in the "call" step.

BRIEF DESCRIPTION OF THE DRAWINGS

These and other features of the invention will become more apparent fromthe following description in which reference is made to the appendeddrawings wherein:

FIG. 1 is a diagrammatic view illustrating the preferred embodiment ofthe message control system of the present invention connected to displaybased devices via stored program controlled switches of a digital PublicSwitched Telephone Network;

FIGS. 2a-2c are diagrammatic representations of display based telephoneunits and FIGS. 2d-2e are diagrammatic representations of televisionunits serving as screen based devices contemplated by the presentinvention;

FIGS. 3a-3d are diagrammatic representations of how DBM messages arereviewed in the Feature Download Management Facility of a SR-INS-002461¹compliant device;

FIGS. 4a-4c are diagrammatic representations of how DBM messages arereviewed on the idle display of a telephone trademark under the nameSESAME®;

FIG. 5 is a view similar to FIG. 1 but illustrates other aspects of thepreferred embodiment of the present invention;

FIG. 6A through 6m illustrate various computer screens of the preferredembodiment of the control system of the present invention;

FIG. 7 is a block diagrammatic view of how Message Delivery Circuits areemployed for a stored program controlled switch equipped with telemetrytrunk type accesses;

FIG. 8 is a block diagrammatic view of how Message Delivery Circuits areemployed for a stored program controlled switch equipped withnon-telemetry trunk type accesses;

FIG. 9 is a block diagrammatic view illustrating delivery of themessages in accordance with Feature Download Management as specified forServer-initiated service script updates after stored program controlledswitch cut through connections have been established;

FIG. 10 is a view similar to FIG. 9 but for message delivery to SESAME®telephone after stored program controlled switch cut through connectionshave been established;

FIGS. 11A through 11y illustrate various computer screens showing theresults of a variety of control system processes;

FIG. 12 is a flow chart illustrating the Message Input process accordingto a preferred embodiment of the present invention;

FIG. 13 is a flow chart illustrating the Scheduler process according toa preferred embodiment of the present invention;

FIGS. 14 and 15 are a flow chart illustrating the Spooler processaccording to a preferred embodiment of the present invention;

FIG. 16 is a flow chart illustrating the Refresh and the MADS AdditionalInformation processes according to a preferred embodiment of the presentinvention;

FIG. 17 is a flow chart illustrating the Response process according to apreferred embodiment of the present invention;

FIG. 18 is a flow chart illustrating the Response Report Generationprocess according to a preferred embodiment of the present invention;

FIG. 19 is a block diagram representation of typical functionalcomponents of the overall Message Control System;

FIG. 20 is a diagrammatic representation illustrating how a DBM "little"message will be presented on the display of a screen based device andhow the consumer will interact with the message;

FIG. 21 is a diagrammatic representation illustrating how a DBM "lot"message will be presented and heard on the display of a screen baseddevice and how the consumer will interact with the message;

FIG. 22 is a diagrammatic representation illustrating the messagepresented on the display of a screen based device when a consumerselects the "call" soft key;

FIG. 23 is a diagrammatic representation illustrating the system contextof the second embodiment of the system;

FIG. 24 is a diagrammatic representation illustrating the systemphysical partitioning of the second embodiment of the system;

FIG. 25 is a diagrammatic representation illustrating the systemsoftware components of the second embodiment of the system;

FIG. 26 is a diagrammatic representation of how DBM "little" messagesare reviewed in the idle state of a Northern Telecom Vista 350 in thesecond embodiment of the system;

FIG. 27 is a diagrammatic representation of how DBM "little" messagesare reviewed in the Feature Download Management facility ofFR-NWT-000012 compliant screen based devices;

FIG. 28 is a diagrammatic representation of how the CallMall is accessedfrom the Feature Download Management facility of FR-NWT-000012 compliantscreen based devices; and

FIGS. 29-01 through 29-33 illustrate the various screens viewed by theconsumer on their screen based device while interacting with theCallMall.

DESCRIPTION OF PREFERRED EMBODIMENT

General Description

Three fundamental components are required to establish the new marketingcommunications channel according to the present invention. As shown inFIG. 1, these include a Display Based Marketing (DBM) control system 10,a digital Public Switched Telephone Network (PSTN) 12 having StoredProgram Controlled Switches (SPCS) 14, and screen based devices 16, 18,20 and 22 connected to the public telephone network and which have theability to receive and store display based messages when unattended. Thecontrol system provides the ability to create messages, target messagesto individual screen based devices, deliver messages to those devices,offer additional information on messages, and gather response rates tomessages by those devices. Message delivery is non-intrusive, that ismessage delivery is initiated by the system through the SPCS tounattended screen based devices without ringing the screen based device.To perform this, message delivery circuits 24 must be provided by theSPCS that provide the means to make a connection through the SPCS to thescreen based device without ringing the screen based device. The type ofmessage delivery circuits required for each SPCS depends upon thefunctionality of the SPCS. The marketing communications channel achievedby the present invention provides targetability to the resolution of asingle screen based device. Thus, a unique connection must beestablished, through the SPCS, between the control system and eachscreen based device targeted for delivery of messages according to thepresent invention. The number of message delivery circuits required foreach SPCS can be determined by simple traffic engineering.

Screen based devices 16-22 initially manifest as devices compliant withSR-INS-002461¹, devices with adjuncts that are compliant withSR-INS-002461¹, and devices that are prototypes of SR-INS-002461¹ likethe Northern Telecom SESAME® telephone. The control system initiatesnon-intrusive delivery of messages to unattended screen based devices tobe viewed at the leisure of the device user. The screen based devicemust, therefore, in the unattended state, accept control systeminitiated message delivery and allow the storage of messages until thecontrol system overwrites the messages with new messages or the user ofthe device erases the messages. Devices compliant with SR-INS-002461¹,have the ability to permanently store messages. Devices that areprototypes of SR-INS-002461¹ can only temporarily store messages and canbe erased before the user has viewed them. To overcome this problem, thecontrol system provides a refresh facility so that users of prototypedevices like the Northern Telecom SESAME® telephone may request anotherdelivery of lost messages.

Individual message content may include, but is not limited to, communityservice information, straight advertising, electronic coupons redeemablefor discounts, and sponsored information. Message delivery to screenbased devices is scheduled-hourly, daily, weekly, etc. During ascheduled delivery, numerous individual messages from numerous messagesponsors are grouped together and delivered by the control system toscreen based devices. The number of individual messages included in thedelivery is a function of the storage capability of the targeted screenbased device and, thus, as initially defined by SR-INS-002461¹. Themanner in which messages appear on the screen of a screen based deviceis a function of the screen size of the device.

The messages delivered to the screen based devices program soft-keys onthe screen based device as defined by SR-INS-002461¹. Messages willtypically program soft-keys as:

More--when pressed causes the screen based device display more of anindividual message.

Next--when pressed causes the screen based device to skip to the nextmessage of a multi-message delivery.

Call--when pressed causes the screen based device to auto dial thetelephone number programmed by the display based message. Thedestination of the call is the retailer/direct marketer.

Listen--when pressed causes the screen based device to auto dial thetelephone number programmed by the display based message. Thedestination of call is an interactive information system.

Start--appears with the last message and when pressed causes the screenbased device to display the first message.

Quit--when pressed returns the display of the screen based device to itsdefault state.

Individual messages will prompt users to depress a soft key programmedwith Call or Listen to allow the user to obtain additional informationabout a particular message, a product or a service. The Call soft keycauses the screen based device to generate a call to a retailer ordirect marketer. The Listen soft key causes the screen based device togenerate a call to information sources such as a voice mail box, aninteractive voice response (IVR) system, or an interactive system thatfollows SR-NWT-002495². Regardless of the destination, these calls arecrucial to the communications channel because they can be counted bytraditional telephony means, providing response measurement statisticswhich are of great value to the direct marketer.

One component of the system provides the mechanism for providingadditional information. These components are: voice mail system orinteractive voice response system, an interactive system that followsthe recommendations of SR-NWT-002495². As these systems receivetelephone calls, lines or trunks 26 are required from the SPCS servingthe system.

The system collects the call count/response measurement information byemploying an SPC'S feature and data link 28 compliant withTR-TSY-000032³. This SPCS feature is assigned to all telephone lines andnumbers that receive calls generated by depressing a soft key on ascreen based device in response to a message. This feature and therequired data link may be required from multiple SPCS.

Detailed Description

In the current form, the marketing communications channel includesscreen based devices compliant, and screen based devices with adjunctsthat are compliant, with SR-INS-002461¹. It will also include theNorthern Telecom SESAME® telephone that is a near compliant prototype ofSR-INS-002461¹. In the near term, screen based devices will proliferatethe public telephone network with numerous competing standards arising.The technology based components of the present invention will evolve tosupport these new standards, though the principles and fundamentalconcepts of the marketing communications channel will remain the same-amarketing communications channel whereby display based informational,promotional and advertisement messages are delivered through the publictelephone network to unattended screen based devices in a non-intrusivemanner.

The following detailed description describes specifically a method andan apparatus for the delivery of display based informational,promotional and advertisement messages through the public telephonenetwork to unattended screen based devices compliant withSR-INS-002461¹, unattended screen based devices with adjuncts that arecompliant with SR-INS-002461¹, and unattended Northern Telecom SESAME®telephones.

Screen Based Devices

Before describing the method and apparatus of the present invention, itwould be useful to review screen based devices. Messages are stored inscreen based devices compliant with SR-INS-002461¹ and adjunctscompliant with SR-INS-002461¹ as service scripts employing the FeatureDownload Management (FDM) facility of these devices. The actual commands(Feature Download Message Parameters) for downloading service scripts tothe screen based device are described in TR-NWT-001273⁴. The messagesare delivered to unattended screen based devices employing theServer-initiated service script update methodology defined inSR-INS-002461¹ section 3.1.3.1.2. DBM messages or SCREENTALK® messagesor some other name that uniquely identifies these messages will appearon the FDM Page.

FIGS. 2a, 2b and 2c illustrate display based devices in the form oftelephone units 22 having display screens 32, 32' and 3". The messagesdelivered to the units in FIGS. 2a and 2b are in the form of communityservice messages while that of FIG. 2c is a straight advertisingmessage. Each of these units includes conventional handsets 34 andkeypads 36. In addition, each includes a number (three in FIGS. 2a and2b and six in FIG. 2c) of soft-keys 40 and '', and i.e. programmablekeys, in the form of spring loaded depressible buttons. The appropriatelabel for each key is imbedded in the message delivered to the unit asexplained more fully later. The display based devices illustrated inFIGS. 2d and 2e are in the form of television sets. The messages inthese cases are sponsored messages. These units are not provided withphysical buttons. Rather, selections are made by manipulating a remotescreen control unit (not shown) which controls a cursor on thetelevision screen. The manner in which selections are made does not formpart of the present invention and, accordingly, are not described indetail. FIGS. 3a through 3d illustrate the procedure for reviewing DBMmessages, where messages are stored in the FDM facility of aSR-INS-002461¹ compliant device.

The Northern Telecom SESAME® telephone is a prototype of SR-INS-002461¹.This screen based device does not support the FDM facility and thuscannot store messages as service scripts. Since these devices do notsupport the FDM facility, they cannot be forced off-hook as defined inSR-INS-002461¹ section 3.1.3.1.2. Because of this, the messages aredelivered to on-hook SESAME® telephones. The SESAME® telephone closelyfollows the Data Transmission Protocol and Data Link Layer requirementsfor on-hook data transmission without power ringing as defined inTR-NWT-000030⁵. As such, the SESAME® does not provide Data Link Layeracknowledgments. However, the SESAME® telephone closely adheres to theServer Display Control facility of SR-INS-002461¹, and it is thisfacility that is employed by the present invention to store messages inthese devices. The actual commands (Server Display Control Messages)closely follow those defined in TR-NWT-001273⁴. FIGS. 4a, 4b, and 4cillustrate the procedure for reviewing DBM messages, where messages arestored in a SESAME® telephone and available on the idle display. TheSESAME® telephone erases the contents of the Server Display Controlfacility when the telephone is taken off-hook. As a result, messages arelost if the SESAME® telephone is taken off-hook, and it is possible thatthe user can erase the messages before they are viewed. To overcome thisproblem, the system provides a Refresh Mechanism, described later,through which users can request the immediate re-delivery of messages.

Message Control System

FIG. 5 illustrates the three elements which comprise the Display BasedMarketing (DBM) System. These elements are the Targeting and ResponseDatabase (TRDB) 60, the Message Assembly and Delivery System (MADS) 62,and the Interactive Information Platforms (IIP) 63 and 64.

Targeting and Response Database

In the preferred embodiment of the present invention, the Targeting andResponse Database (TRDB) 60 is an executable software program which maybe created using any commercially available database management program,such as Aston Tate's DB3+ software package which operates in the DOS(Disk Operating System) environment on a personal computer. The TRDBallows the DBM operator to create target groups of screen based devicesand compile reports from the response measurements collected. All screenbased devices connected to the public telephone network are identifiedby the telephone number assigned to it by the serving telephone company.The Targeting and Response Database relates the screen based device, itstelephone number and a profile of the person(s) or family using thescreen based device. The database user profile consists of demographicand purchasing habit information that can be used to target DBMmessages. The screen based device user receiving DBM messages may haveaccess to the profile to allow control over the message types andmessage contents the user will accept. Users may change their profile bycalling the DBM System operator or by accessing an interactive responsesystem that updates the user profile in the TRDB.

When DBM messages require targeting to specific user profiles, thedefining attributes are selected from the available attributes in theTRDB (for example, age, salary, number of children, grocery store ofchoice, etc.) by the DBM system operator. The TRDB returns, in the formof an ASCII file, the telephone numbers of the screen based devices thatare targeted. This file is then transferred to the Message Assembly andDelivery System (MADS). Response measurement information in the form ofan ASCII file is transferred from the MADS to the TRDB. The TRDBprocesses this information into report format to be provided to theretailer or direct marketer.

The TRDB menus, as viewed from the operator's console, are illustratedin FIGS. 11-01 to 11-25. FIG. 11-01 illustrates the main menu whichappears when the TRDB is loaded. Option 1, "Load Survey Data", allowsthe DBM operator to input individual consumer information. Option 2,"Select Survey Data", allows the DBM operator to select a targetconsumer or a target group of consumers, based on specific consumerinformation found in the database. The request provides telephonenumber(s) and club card number(s). A club card is a means by whichconsumers who receive DBM messages may differentiate themselves, wheninterfacing with retailers, from consumers who do not receive DBMmessages. Club cards may be used to claim electronic coupons fromretailers as an example of the cards multiplicity of uses. Option 3,"Delete Survey Data", simply allows the DBM operator to remove allinformation on an individual consumer from the TRDB by telephone number.Option 4, "Print Survey Data", enables the DBM operator to print allsurvey data for an individual consumer in the database by telephonenumber. Option 5, "Load Unix Data", allows DBM operator to importresponse logs from the MADS into the TRDB. Option 6, "Select Unix Data",allows the DBM operator to view response activity on an individual orall consumers in the database. Option 7, "Print Unix Data", allows theDBM operator to print response activity on an individual or allconsumers in database. Option 8, "Back Up Data", facilitates back up andrestoration of TRDB.

FIGS. 11-02 to 11-12 illustrate the various data input and selectionscreens and the type and nature of information stored by the TRDB inconnection with each display based device in an area. FIGS. 11-13 and11-14 illustrate the results of a targeting process, i.e. a list oftelephone numbers. This list is stored in electronic form as an ASCIIfile, as previously mentioned, which will be accessed by the MessageAssembly and Delivery System.

The screens illustrated in FIGS. 11-02 to 11-06 allow the operator toinput and edit consumer information. The screen illustrated in FIGS.11-02 allows the DBM operator to input consumer database information,such as customer name, telephone number, club card membership number,gender, family size, the various age categories of family members,marital status, employment status, level of education, range of familyincome, number of household members contributing to family income andwhich bank is used for day to day banking requirements. The screenillustrated in FIG. 11-03 allows the DBM operator to input consumerdatabase information such as dwelling owned or rented, the type ofdwelling, source of heat, if customer has pets, listed by number andtype, number of automobiles including the year, make, model, and ifserviced by dealer, if customer has facsimile machine, voice messaging,photocopier, computer or typewriter. The screen illustrated in FIG.11-04 allows the DBM operator to input consumer database informationsuch as sports in which household members actively participate, theirleisure activities, how much is spent weekly on movies, fast food,dining out, bingo, at the horse races, theatre, on spectator sports andother categories of this nature, membership in clubs or associations,frequency of travel outside of the province, number of hours televisionviewed per day, radio station listened to and what radio information ofgreatest interest. The screen illustrated in FIG. 11-05 allows the DMBoperator to input consumer database information such as customerownership of video cassette recorder, microwave, compact disk player,video camera and NINTENDO® game system or comparable unit, frequency ofusage of a pager, cellular phone and banking machine (ABM/ATM),comfortability factor in leaving a message on an answering machine andbehaviour when reaching an integrated voice response system. The screenillustrated in FIG. 11-06 allows the DMB operator to input consumerdatabase information such as frequency of playing lotteries, preferredgrocery store, number of banks dealt with, number of credit cardsincluding type, acceptance of various promotional mediums, preferredtime to review screenTalk messages, which family members view messages,and preferred shopping location for various products and services.

The screens illustrated in FIGS. 11-07 to 11-11 allow the operator toselect consumer or target groups of consumers. The screen illustrated inFIG. 11-07 allows DBM operator to select a target consumer or targetgroup of consumers, based on specific consumer information such ascustomer name, telephone number, club card membership number, gender,family size, the various age categories of family members, maritalstatus, employment status, level of education, range of family income,number of household members contributing to family income and which bankis used for day to day banking requirements. The screen illustrated inFIG. 11-08 allows the DBM operator to select a target consumer or targetgroup of consumers, based on specific consumer information such asdwelling owned or rented, the type of dwelling, source of heat, whethercustomer has pets, listed by number and type, number of automobilesincluding the year, make, model, and whether serviced by dealer, whethercustomer has a facsimile machine, voice messaging, photocopier, computeror typewriter. The screen illustrated in FIG. 11-09 allows the DBMoperator to select a target consumer or target group of consumers basedon specific consumer information such as sports in which householdmembers actively participate, their leisure activities, how much isspent weekly on movies, fast food, dining out, bingo, at the horseraces, theatre, on spectator sports and other categories of this nature,membership in clubs or associations, frequency of travel outside of theprovince, number of hours television viewed per day, radio stationlistened to and what radio information of greatest interest. The screenillustrated in FIG. 11-10 allows the DMB operator to select a targetconsumer or target group of consumers based on specific consumerinformation such as customer ownership of video cassette recorder,microwave, compact disk player, video camera and NINTENDO® game systemor comparable unit, frequency of usage of a pager, cellular phone andbanking machine (ABM/ATM), comfortability factor in leaving a message onan answering machine, and behaviour when reaching an integrated voiceresponse system. The screen illustrated in FIG. 11-11 allows the DBMoperator to select a target consumer or target group of consumers, basedon specific consumer information such as frequency of playing lotteries,preferred grocery store, number of banks dealt with, number of creditcards including type, acceptance of various promotional mediums,preferred time to review SCREENTALK® messages, which family members viewmessages, and preferred shopping location for various products andservices.

FIGS. 11-12 and 11-13 are sample outputs of main menu item 2 "SelectSurvey Data". The outputs provide telephone number(s) and club cardnumber(s). FIG. 11-14 is a sample of screen information displayed from asubmenu option of main menu item 2 "Select Survey Data". FIG. 11-15 is asample screen of main menu item 3 "Delete Survey Data" which allows theDBM operator to remove all information on an individual consumer fromthe TRDB by telephone number. FIG. 11-16 is a sample screen of main menuitem 4 "Print Survey Data" which allows the DBM operator to print allsurvey data for an individual consumer in the database by telephonenumber. FIG. 11-17 is a sample screen of main menu item 5 "Load UNIX®Data" which allows the DEM operator to manually import response logsfrom the MADS into the TRDB. FIG. 11-18 is a sample screen of main menuitem 6 "Load Unix Data" which allows DBM operator to view responseactivity on an individual or all consumers in database. FIG. 11-19 is asample of screen information from a submenu option of main menu item 6"Select UNIX® Data". FIG. 11-20 is a sample of screen information from asubmenu option of main menu item 6 "Select UNIX® Data". FIG. 11-21 is asample of screen information from a submenu option of main menu item 6"Select UNIX® Data". FIG. 11-22 is a sample of screen information from asubmenu option of main menu item 6 "Select UNIX® Data". FIG. 11-23 is asample screen of main menu item 8 "Back Up Data" which allows back upand restore of TRDB. FIG. 11-24 is a sample screen of the "backupdatabase" referred to in FIG. 11-23 which allows a particular databaseto back up. FIG. 111-25 is a sample screen of the "restored databaseoption" of FIG. 11-23, which allows a restore of the TRDB.

With reference to FIG. 12, when a marketer wishes to send a DBM messageto a target group of subscribers (100), he or she sends the text of themessage and target information to the DBM operator (102). The operatorthen determines at (104) whether there already exists an ASCII filecontaining the telephone numbers of devices which satisfy the targetinformation. This would occur, for example, if the marketer hadpreviously sent: a message with identical target conditions. If there isno ASCII file containing the desired information or if new subscribershave been added to the database and it is desired to replace an existingfile, the operator would input the target information into the TRDB(106) using option I "Load Survey Data" of the TRDB main menu (FIG.11-01) and then select option 2 "Select Survey Data" which will causethe TRDB to interrogate its database and produce the desired ASCII file(108). If there is an ASCI file containing the desired information, theDBM operator logs into MMI of MADV 110. The operator would then log intothe MMI (110) of the MADS, as described hereinbelow with reference toFIGS. 5,6-00 to 6-12, 12 and 13.

Message Assembly and Delivery System

The Message Assembly and Delivery System (MADS) 62 is used by the DBMoperator, through the operator's console, to create and test a DBMmessage, assign a DBM message to a target group or groups and schedule aDBM message for delivery. The MADS delivers DBM messages to screen baseddevices at scheduled times and collects the responses of the screenbased devices to the DBM messages. In the preferred form of theinvention, the MADS is a personal computer running on a UNIX operatingsystem. It is this element of the DBM control system that is connectedto each SPCS by message delivery circuits and to the responsemeasurement data lines compliant with TR-TSY-000032³.

The Message Assembly and Delivery System consists of six main softwaremodules created with the SCO UNIX 3.2.2 C Language Development System.With reference to FIG. 19, these modules are the DBM Man MachineInterface module 200, the Message Database module 202, the SchedulerProcess module 204, the Refresh Mechanism module 206, the SpoolerProcess module 208, and the Response Mechanism module 210. These modulesare described hereinbelow.

DBM Man Machine Interface Module (MMI)

The DBM control system operator interfaces the system through the ManMachine Interface module 200. The MMI executes when the operator logs inand it allows the operator to create, add and delete DBM message text,test DBM messages with an accompanying screen based test device, assignDBM messages to specific target groups, assign telephone numbers totarget groups, schedule DBM messages for delivery at specific hours,review or archive to disk response measurement information, stop orrestart Spooler Processes, and review alarm information. FIG. 6-00illustrates the menu of options provided by the MMI. Target groupinformation, that is an ASCII file of the telephone numbers of thescreen based devices to be targeted, is input to the Message Databasethrough the MMI. The source of the ASCII file may be either the TRDB ora database of a retailer/direct marketer. The menu structure of the MMIis illustrated in FIG. 6-01 to 6-12.

Message Database Module

The Message Database module 202 stores data relating to DBM messages.This includes message text, target groups, the telephone numbers of thedisplay based devices which are receiving DBM messages, the targetgroups assigned to each number, download priority and schedulinginformation. The SCO INTEGRA® database product has been employedalthough other commercially available products may be used withoutdeparting from the spirit of the present invention.

Referring once again to FIG. 12, once the operator has created andstored the ASCII of telephone numbers in the TRDB (108) and logged ontothe MMI of the MADS, the operator retrieves the ASCII file and definesthe telephone numbers as the target group and stores the data in themessage database (112). The operator enters and stores the message textinto the database using the message entry screens (114) and assigns andstores the target group to the message (116). The operator thenschedules the message for delivery and stores the schedule information(118). The operator tests the message on a test facility (120) and, whenthe test is successful, marks the message as verified and stores theverified message in the message database (122).

Schedule Processor

Schedule Processor 204 retrieves all messages to be delivered to eachscreen based device for each hour from the Message Database module. TheSchedule Processor organizes this data into a plurality of ASCII files,one file per screen based device per hour. That is, each ASCII filecontains all messages to be delivered to a screen based device for agiven hour. The filename created by the Schedule Processor identifiesthe seven digit telephone number of the screen based device to receivethe file and an indication of whether the device is compliant withSR-INS-002461¹ or a SESAME® telephone. All files to be delivered for agiven hour are stored in the same electronic directory. Thesedirectories are called "Hourly Spool Directories". These ASCII files areused by the Spooler Processor for delivery. The Schedule Processor canbe invoked manually via the MMI for any specific hour (option 5 in FIG.6-00), but normally runs each evening in preparation for the next day.

Thus, with reference to FIG. 13, at the prescribed time, indicated at220, the scheduler process is invoked, causing the Schedule Processor toretrieve all of the messages for the next day from the message database(222), assembles the messages for each of the targeted devices for eachscheduled hourly delivery into unique ASCII files (224), save eachunique ASCII file with a filename indicating the telephone number anddevice type (226), and store each unique ASCII file into a spooldirectory for the prescribed delivery hour (228). The Processor thenstops (230) until it is invoked again the next evening.

Refresh Processor

Since DBM messages are lost if a SESAME® telephone is taken off-hook,the DBM control system provides a Refresh Mechanism 206 by which a usercan request immediate re-delivery of lost DBM messages. Referring toFIG. 16, the Refresh Mechanism is automatically invoked on systemstartup (240). To request a re-delivery of lost DBM messages, theSESAME® telephone user calls the refresh facility telephone number thengoes on-hook. The call is transmitted over the telephone to the SPCSwhich then automatically presents the called line and calling lineidentification information the DBM control system in a manner compliantwith TR-TSY-000032³. As can be seen at (242), the Refresh Processorcontinuously monitors the refresh line and when it receives refreshdata, examines the called and calling numbers (244) and determineswhether it is a refresh number (246). It identifies the call as arefresh request from the called number field. If it determines that itis a refresh request, it identifies the requesting SESAME® telephonefrom the calling number field (248), and copies the appropriate ASCIIfile containing all messages to be delivered to the requesting SESAME®for the current hour to a Refresh Directory (250) and copies data to arefresh log (252). As explained below, the Spooler Processor willultimately deliver the DBM messages.

Spooler Processor

Spooler Processor 208 is illustrated in FIG. 14 and 15. It may beinvoked manually or by system restart. The Spooler Process isimplemented using Century Software's TERM® communications package alongwith C® and UNIX® programming routines. The Spooler Process can bestarted via a MMI menu command or on system initialization. It is theSpooler Process that communicates with the SPCS to establish connectionsthrough the SPCS to the screen based devices and invokes the messagedelivery process. It senses busy lines and reschedules when necessary.One Spooler Processor exists for each message delivery circuit to anSPCS. DBM has been designed to be unobtrusive, that is DBM messages aredelivered to unattended screen based devices. Therefore, the MessageDelivery Circuits provided by the SPCS must establish a connection tothe screen based device without ringing the screen based device. Thetype of Message Delivery Circuits required to each SPCS depend upon thefunctionality of the SPCS. Two versions of the Spooler Process mayexist, one for SPCS equipped with a Telemetry Trunk type accesses andone for SPCS not equipped with Telemetry Trunk type access.

(i) If the SPCS provides Telemetry Trunk type access, also referred toas "no-ring access" or "suppressed ring telemetry access", thenconnections may be made through the SPCS to idle lines without ringingthe idle line. The Spooler Processor employs the "Off-Hook" callscenarios as described in Telemetry Trunk specifications as theBellSouth Telecommunications publication TA-73565⁶ Generic SwitchingRequirements for Utility Telemetry Service or the Standards CommitteeIEEE SCC 31 which is responsible for developing the Industry Standards.On such equipped SPCS, the Spooler Processor is connected to the SPCSvia the "no-ring access". The directory number of the targeted screenbased device is out-pulsed with MF digits whereby the SPCS cuts througha connection between the DBM System and the screen based device withoutringing the screen based device. FIG. 7 illustrates a possible scenario.

(ii) If the SPCS is not equipped with Telemetry Trunk type access, thenthe DBM System connects to the SPCS via a Line Test Position. Typically,a Lines Maintenance Test Position on an SPCS consists of two physicalaccesses: first, a maintenance and administration access to which anasynchronous terminal is usually connected and through which commandsmay be issued to the SPCS, and, second, a test port to which analog testequipment for line testing is typically connected. Commands can beissued to the SPCS through the maintenance/administration access toestablish a connection between the test port, and, thus, test equipment,and any idle line on the SPCS. The Spooler Processor emulates amaintenance type function on the maintenance/administration access. TheSpooler Process issues commands to the SPCS to establish a connectionbetween the test port and the directory number of the targeted screenbased device, achieving a connection to the screen based device withoutalerting the screen based device. The DBM messages are transmitted over,through the test port, to the screen based device. The commands issuedto the SPCS to establish the connection between the test port and adirectory number vary with different SPCS vendors. The commands in FIG.8 are specific to a Northern Telecom DMS-100 where themaintenance/administration access is called a MAP and the test port iscalled a JACK.

As shown at 260 in FIG. 14, the Spooler Processor may be invokedmanually or on system restart. The processor then determines (262)whether the SPCS supports UTT. If it does then the process outlined inFIG. 15 is invoked; otherwise the process outlined in FIG. 14 is adoptedin which case the processor issues a login sequence to the SPCS onmaintenance/administration access (264), as discussed earlier.Thereafter, the Spooler Processor runs continuously and monitors theRefresh Directory (266) and the current hour Spool Directory (268) forfiles.

When a file is found (270), the filename is checked to determine thetelephone number of the targeted screen based device and the type ofscreen based device targeted. Once the Spooler Processor establishes the"no-ring" connection through the SPCS to an idle screen based device,the Spooler Processor invokes the delivery sequence.

The delivery sequence employed depends upon the type of screen baseddevice. If the screen based device is compliant with SR-INS-002461¹,then the Spooler Process delivers the DBM messages in accordance withFeature Download Management as specified for server-initiated servicescript updates (see FIG. 9). If the screen based device is a SESAME®telephone, the Spooler Process delivers the DBM messages in closeaccordance with the Server Display Control Messages provided inSR-INS-002461¹. Since these devices do not support the FDM facility,they cannot be forced off-hook as defined in SR-INS-002461¹ section3.1.3.1.2. Because of this, the DBM messages are delivered to on-hookSESAME® telephones. The SESAME® telephone closely follows the DataTransmission Protocol and Data Link Layer requirements for on-hook datatransmission without power ringing as defined in TR-NWT-000030⁵. Assuch, the SESAME® telephone does not provide Data Link Layeracknowledgments and the Spooler Process does not expect suchacknowledgments. The actual commands (Server Display Control Messages)closely follow those defined in TR-NWT-001273⁴. See FIG. 10.

With reference to FIG. 14, the processor issues the commands to connectthe telephone number to the test port (272) and determines (274) whethera connection has been established. If it fails to make a connectionafter three failures, it creates an error log and marks the files as"failed"278. Alternatively, if it fails to make a connection beforethree failures 276, it marks the file as tried and returns the filed tothe correct directory 280. If a connection has been established, theprocessor examines the filename for the device type (282). If the deviceis compliant with SR-INS-002461¹, it translates the ASCII files intoADSI format (284) and delivers the messages through the test port inaccordance with the Server Initiated Feature Download ManagementMessages (286). If the device is not compliant with SR-INS-002461¹, ittranslates the ASCII files into SESAME® format (288) and delivers themessages through the test port in close accordance with the ServerDisplay Control Messages (290). In both cases, the processor then issuesthe command to release the connection (292), moves the ASCII file fromthe Current Hour Spool Directory to the Current Hour Save Directory(294) and repeats the process starting at 266.

The process illustrated in FIG. 15, is very similar to that of FIG. 14and, accordingly, like reference numerals have been used to designatecorresponding steps. The primary difference, as already mentioned, is at272' where the telephone number is out-pulsed in MF tones.

Response Processor

With reference to FIG. 17, the Response Mechanism is automaticallyinvoked by system startup (300) and is implemented using in a mannersimilar to the Refresh Mechanism. Individual DBM messages prompt usersto depress a soft-key programmed with "Call" or "Listen" to allow theuser to obtain additional information about a particular message, aproduct or a service. The "Call" soft-key causes the screen based deviceto generate a call to a retailer or direct marketer. The "Listen" softkey causes the screen based device to generate a call to informationsources such as a voice mail box, an interactive voice response (IVR)system, or an interactive system that follows SR-NWT-002495². When thecall is presented to any of these locations or devices by the SPCS,called line and calling line identification information is transmittedfrom the SPCS to the DBM control system in a manner compliant withTR-TSY-000032³ (302). The Response Processor stores this information aslogs in a Report Directory (304). Through the MMI, the DBM Systemoperator may extract this response data as an ASCII file and send it tothe TRDB for report generation or other processing.

FIG. 18 illustrates the process for generating a Response Report. TheDBM operator logs in to the MADS via the MMI (320), copies the responselog to an ASCII file (322) and clears the response log from the MADS(324). The operator then loads the ASCII file into the TRDB (326) andcreates a Response Report in the TRDB for the or each specific marketer(328) and sends the report to the marketer in a predetermined format(330).

Interactive Information Platforms

The Interactive Information Platforms (IIP) allow the DBM System toprovide additional information on DBM messages. The "Listen" soft key ina DBM message causes the screen based device to generate a call to anIIP. This has two benefits: first, the number of individual DBM messagessent at a scheduled delivery can be maximized by minimizing the size ofeach individual message; second, calls to these platforms generatedthrough users pressing the "Listen" soft key are the principal means ofproviding a measurement of response to DBM messages. IIPs take the formof: voice mail systems and IVR systems providing voice only additionalinformation; and interactive systems that follow SR-NWT-002495²providing interactive voice and display based additional information.The MADS functions as an additional information source through theRefresh Mechanism. To provide additional information from the MADS,calls made by users of screen based devices by pressing a soft key foradditional information terminate on a voice mail system. The voice mailsystem simply thanks the user for calling and instructs the user to goon-hook. As illustrated in FIG. 16, when the call is presented to thevoice mail system by the SPCS, called line and calling lineidentification information is transmitted from the SPCS to the DBMSystem in a manner compliant with TR-TSY-000032³. The MADS RefreshProcessor examines the called and calling numbers (246), identifies thecall as a request for additional information on a specific DBM messagefrom the called number field (310), locates the file with the filenameequal to the Called Number in an additional information directory (312),identifies the requesting screen based device from the calling numberfield (314), and copies the file as ASCII file containing additionalinformation into the current hour to a Refresh Directory (316). TheSpooler Processor then delivers the DBM additional information message.

An IIP, with a data connection into the Targeting and Response Database,may provide the facility to allow the screen based device users tochange their targeting profile. This affords the user control over themessage types and message contents to be delivered.

1. SR-INS-002461¹, Customer Premises Equipment CompatibilityConsideration for the Analog Display Service Interface, Issue 1,Bellcore, December 1992.

2. SR-NWT-002495² Guidelines for Writing Applications Which Use theAnalog Display Services Interface (ADSI) for Data Communications, Issue1, Bellcore.

3. TR-TSY-000032³ CLASS Bulk Calling Line Identification, Issue 1,Bellcore, November 1988.

4. TR-NWT-001273⁴, Generic Requirements for an SPCS to Customer PremisesEquipment Data Interface for Analog Display Services, Issue 1, Bellcore,December 1992.

5. TR-NWT-000030⁵, Voiceband Data Transmission Interface GenericRequirements, Issue 2, Bellcore, October 1992.

6. TA-73565⁶, Generic Switching Requirements for Utility TelemetryService, BellSouth Telecommunications, April 1992.

The paradigm being altered in the present invention relates to that of acommunity shopping mall. These malls lease retail space to retailersthat sell product, services and information to the mall community ofinterest. The mall management coordinates advertising for its tenants,and provides mall activities/promotions (easter egg hunts, radio stationsetup, etc) to attract consumers into the mall. The mall managementtypically has a help desk to provide guidance to consumers in fulfillingtheir requirements. Consumers view mass advertising and promotions andenter the mall, for a variety of individual reasons, to line up in frontof businesses wanting to sell to them product and services. The presentinvention takes the concepts of a physical mall and recreates them in an"electronic mall", but with a power shift in the buying-sellingrelationship where consumers are given the control.

The present invention creates a new marketing communication channelallowing tenants of the electronic mall to gain access to consumers withscreen based devices and be accessed by consumers with screen baseddevices. The new marketing communications channel facilitates DisplayBased Marketing--targeted display based informational, promotional andadvertising messages delivered through the public switched telephonenetwork to consumer's unattended screen based devices in a non-intrusivemanner; facilitates the CallMall--powerful applications such as homebanking, shopping and information services to screen based devicespersonalized by the consumer; and facilitates Enhanced TelephonyServices as defined by Bellcore in FR-NWT-000012 ADSI Specification toscreen based devices.

Display Based Marketing

Display Based Marketing is primarily a local advertising/directmarketing medium. It is Personalized Electronic Flyers. CallMall tenantswill be able to send display based marketing messages that are targetedto consumers through consumer defined areas of interest. These messageswill incent the consumer to go into the tenants CallMall store to buysome goods or services. Display Based Marketing becomes the advertisingtool for the CallMall tenant. It plays a large role in moving consumersaway from planned purchases and shifting them towards impulse purchasesright from the household family room or kitchen. This is unlike thephysical world where impulse buying takes place in the physical storethrough point of purchase displays. The traditional promotional methodsavailable in the physical world are achieved differently in theelectronic world. The differences amount to targetability--allows themessage to be sent to the selected target market(s),non-intrusiveness--delivery of messages in a non-intrusive manner withmessages having greater acceptance since they will be sent based onhousehold's wants and demographic profile, timeliness--no long lead timerequired to send messages, measurability--message performance reports(response data) provided weekly with detailed response data provided toadvertiser, environmentally friendly--paperless delivery,entertaining--consumer interactivity with combined voice and/or textinformation. These are significant advantages with today's "newconsumers".

DBM is a unique interactive advertising/direct marketing medium whichenables the delivery of targeted advertising to consumers in anefficient, cost effective manner and which will provide the advertiserwith a true measure of actual consumer response in a timely manner.Delivered at various times of the day, this service providesnon-intrusive, targeted delivery of marketing messages to screen baseddevices. The delivery of such messages also delivers prompts to activateauto dialers that access vendor information and/or special offers,providing businesses increased sales opportunities.

DBM messages will normally follow the "little-lot call" model.

The "little"--this is the component of the messages that is deliveredthrough the public switched telephone network to consumer's unattendedscreen based devices in a non-intrusive manner by the present invention.This brief snippet of information detailed in FIG. 20, or "little"message (1) will include a "more" soft key (2) that the consumer canselect to obtain further information about the described product orservice. A "next" (3) and "backup" (4) soft key will allow the consumerto navigate between "little" messages stored in the screen based deviceas numerous "little" messages are delivered at a time. Retailers couldbe charged a small fee for delivery of "little" messages to consumers.

The "lot"--when a consumer selects the "more" soft key (2), associatedwith a "little" message, a call will be placed through the publicswitched telephone network to the present invention that acts as aninteractive server that follows specifications defined by Bellcore inFR-NWT-000012 ADSI Specification. FIG. 21 details that the consumer willreceive a detailed voice (5) and/or text (6) information for theselected message. The consumer may choose to be transferred through thePSTN to the associated retailer by pressing the "call" soft key (7). A"next" (8) and "backup" (9) soft key will allow the consumer to navigatebetween previous and subsequent "little" messages. These "little"messages will be the same "little" messages as previously defined,except they are viewed interactively. The interactive session will bemaintained until the consumer exits the DBM service either by selectingthe "call" (7) soft key or the "quit" (10) soft key. The "quit" (10)soft key will end the interactive session and cause the screen baseddevice to go on-hook. The associated retailer could be billed each timea consumer views the "lot" message.

The "call"--from the interactive session a consumer may select the"call" soft key (7) to contact the associated retailer. The "call" softkey (7) will instruct the present invention to place a call through thepublic switched telephone network to the retailer, and transfer theconsumer to the retailer (11) as detailed in FIG. 22. Retailers could bebilled a premium charge each time a consumer makes this selection

CallMall

The CallMall is an interactive electronic mall facilitated by thepresent invention where consumers can interactively shop, browse, and/orpurchase product and services from retailers with their screen baseddevice. Each consumer will have access to a Community Mall and willconfigure, with the help of an electronic Personal Agent, a PersonalMall with the most frequently visited stores from all stores availablein the Community Mall. The Personal Agent acts on behalf of theconsumer, providing the consumer with a customized guide to the otheravailable service components. The components of the CallMall are:

1. The Catalogue Store

2. Community Mall

3. Personal Mall

4. Information Services

5. CallMall Activities

6. Personal Agent

Catalog Store

The Catalogue store will be the location where consumers ordercatalogues. This area of the CallMall provides a very cost effectivemarketing channel for cataloguers. This store allows existing customersto order catalogues quickly and easily and more importantly allows newcustomers to order catalogues they have never heard of or did not knowhow to obtain. This store creates a point of presence in the home forcataloguers and it only costs them a small fee each time someone ordersa catalogue through the catalogue store. When a customer requests aparticular catalog the system will send the cataloguer a fax with allthe required information about the consumer to successfully mail thecatalogue to the consumer.

Community Mall

The community mall will target stores and banks. Bank applications canprovide the following services through the screen based device:

Bill Payment

Intra Funds Transfer

Balance Inquiry

Interest Rates

Transaction Review

Services Information

Renewal Reminders

The system will be connected to a bank's host computer to provide thesetransactions, and the system provides the interactive interface to theconsumer. The primary target for stores will be any business that hashome delivery capability. The key groups will be cataloguers of consumergoods and retailers of consumer goods. There will also be some storesthat do not have catalogues but are logical fits because they have homedelivery capability or have some unique service capability they wish toprovide, and also merchants that have a high level of brand awareness inthe consumer market place. This will provide a level of confidence toconsumers about the legitimacy of the service. The cataloguers who arein the catalogue store will also be in this section of the CallMall.This is the location where someone can place an electronic order with acataloguer if the cataloguer is set up for this. Essentially acataloguer, retailer, or specialty store can be set up one of three waysin the CallMall:

1. The first option is that when a consumer selects that store in theCallMall, the system will call transfer the consumer through the PSTN toone of the store's live agents or their own automated order takingsystem.

2. The second option places the shopping/ordering application on theserver and the consumer interacts with the server through their screenbased device. The system provides order screens that the consumer fillsout with their screen based device in a means defined by Bellcore inFR-NWT-000012 ADSI Specifications. The completed order is faxed by thesystem to the store.

3. The third option is similar to option 2, except the system isdirectly connected by a plethora of data communication option tocomputer system. As the system is connected directly to the storecomputer system, up to date product information and prices are availableand the completed order is transferred through the data communicationsfacility to be processed by the store's computer. The system providesthe interactive interface to the consumer.

Personal Mall

The consumer's Personal Mall is configured by the consumer byinteracting with the system through their screen based device andselecting the stores from the Community Mall the consumer wishes to havein their Personal Mall. The Personal Mall is basically the mostfrequently used stores by the consumer.

Information Services

The information services section of the CallMall is intended to provideconsumers fast and simple access to information they value but isroutine in nature. This would be information like daily weather andweekly winning lotto numbers. This area of the CallMall will alsoprovides access to information exchange that is time consuming anddifficult today. This would be things like government vehicleregistration. The providers of this information benefit from this areaof the CallMall in that they are providing better service to consumersand are reducing their costs of handling these information inquiries.Service is improved due to the ease of access and the richercommunication medium (i.e. sight and sound). Cost reductions result fromthe elimination of live agents answering the inquiry call. They willonly get involved if the caller is not satisfied with the informationprovided in the automated content. The following are potentialinformation services:

1. Weather Line

2. Lotto Line

3. Movie Line

4. Federal Government Job Bank

5. Government Road Report

6. Community Events Line

7. Entertainment Events

8. Investors Line

9. Education

Information services can be set up with the same three optionsidentified in the Community Mall.

CallMall Activities

The CallMall Activity Center is where the CallMall gets its personality.This section of the CallMall is intended to be accessible from anywherein the Mall and have linkages to the Merchant areas, InformationServices, Display Based Marketing and Enhanced Telephony. MallPromotions will be managed through this section of the CallMall. Many ofthe Mall promotions will take on a gaming element as a key strategy of"engaging" the consumers in the CallMall. The gaming strategy's intentis to create an environment that is "fun" and to continually bring theconsumer back to the CallMall. By encouraging consumers that it isworthwhile to come back to the CallMall for free prizes they will at thesame time become comfortable with navigating in the Mall, requestinginformation from the Mall and responding to the Mall. These promotionswill be things like random "entry surprises" i.e. the 100th consumer toenter the CallMall gets a $100.00 gift certificate to be spent in theCallMall. A "treasure hunt" involving all the tenants of the CallMallwill be promoted that forces the consumers into using all thefunctionality of the CallMall. In essence the treasure hunt will be anexciting way of training consumers about all the features and servicescontained within the CallMall. The activity center will run a "speakerscorner" where there will be a weekly topic of discussion that peopledebate through their TalkMail service. Again the intent of this is toget people involved in the CallMall and make it a place of shopping andbanking but also a "fun" place for getting information and stimulation.There will be a loyalty program based on a consumer's level of use ofthe CallMall services. This is intended to again drive traffic into theCallMall which in turn helps drive demand for tenant space in theCallMall. There will be a suggestion box available at all times forcustomers and tenants to leave their ideas, problems or general commentson the CallMall.

Personal Agent

There will be a CallMall Help facility continuously available. Thisfacility will be text and audio based and will be requested when theconsumer selects the "help" soft key. This help facility is theconsumers personal agent. Consumers will have the ability to define thevoice of the personality and voice of their personal agent(e.g., MarilynMonroe, Elvis Presley, etc.). The personal agent also guides theconsumer through configuring their areas of interests for targetingDisplay Based Marketing messages. The personal agent also guides theconsumer through configuring their Personal Mall from the availablestores in the Community Mall.

Enhanced Telephony Service

The present invention will facilitate the delivery of services scriptsto screen based devices as defined by Bellcore in FR-NWT-000012 ADSISpecification, that enhance telephony features as defined by Bellcore inFR-NWT-000012 ADSI Specification.

GENERAL CONTEXT OF SECOND EMBODIMENT

FIG. 23 details the present invention 500 and how it interacts with thefollowing systems: telco customer information system 502; screen baseddevices 504; retailers 506; retailer provided services 508; salesbrokers 510; advertisement creation house 512; billing system 514.

The system

The scope of the system in terms of activities are as follows:

Management of areas of interest, personal profile, preferred CallMallstores, and other consumer information by administrative personnel andby the consumer themselves;

Creation and scheduling of marketing messages for retailer advertisers;

Delivery of marketing and informational messages to consumers;

Creation and delivery of an ADSI telephony features script to theconsumer, where the script is dependent upon the telco involved;

Collection of transaction information detailing consumer CallMall andDisplay Based Marketing interactions;

Collection of recent Fax Order information for inquiry purposes byadministrative personnel;

Collection and completion of incomplete Fax Order information for theconsumer by administrative personnel;

Generation of usage reports to retailer tenants in the CallMall, and toretailer advertisers;

Capture and rating of consumer usage events; passing rated usage eventsto be billed to the applicable retailer by the Billing system;

Management of retailers leasing space in the CallMall; and

Management of advertisement and CallMall tenant sales.

Telco Customer Information System

The following summarizes the roles and information flows between thesystem and the Telco Customer Information System. The Telco CustomerInformation System maintains customer information for purposes ofservice provisioning. Consumers will request service for enhancedtelephony features through the telco which in turn triggers a message tothe system administration requesting the delivery of the ADSI FDMtelephony feature scripts to the consumer's screen based device.

Consumer Screen Based Device

The following summarizes the roles and information flows between thesystem and the consumer screen based devices. The consumer's screenbased device is compliant with enhanced telephony services defined byBellcore in FR-NWT-000012 ADSI Specification. Display Based Marketing"little" messages delivered to screen based devices take the form of FDMscripts. The enhanced telephony services rely upon a FDM script. The DBM"lot" component are interacted through ADSI Server Display Control. Allinteractions with the CallMall are through ADSI Server Display Control.

The consumer inputs personal profile management information (interests,demographic information, etc.) to the system through interactivesessions between the consumer's screen based device and the system.

The consumer requests changes to his/her personal CallMall.

The consumer receives DBM "little" messages.

The consumer receives telephony feature scripts.

Consumer actions dealing with viewing "lot" messages and using "CALL"soft key will be recorded, rated, and ultimately billed to theappropriate Retailer/Advertiser via Billing System.

Retailer

The following summarizes the roles and information flows between thesystem and the retailer. The retailer requests distribution ofadvertisement messages and lease of tenant space in the CallMall. Theretailer receives from screenTalk usage reports and customer orders inthe Fax format.

The retailer approves ad content and target criteria for any ads sentregarding their products or services.

Retailer may provide actual target lists of subscribers who shouldreceive their ad.

Retailer/advertisers receive detailed reports on message delivery andconsumer response (View of "lot" component of DBM messages) information,as well as calls placed to retailers as a result of ad campaigns.Reports will be sent to retailers weekly.

Retailer will be billed via the Billing System based upon the number ofconsumers who have received advertisements, viewed "lot" messages, andvisited the CallMall store.

Tenant Provided Services

The following summarizes the roles and information flows between thesystem and tenant provided services. CallMall tenants provide their ownretail services, with the exception of fax order forms. Most serviceswill be provided on external platforms and will interface to the systemas an external telephone number. User interface and program flow areunder the direction of the Retailer. The system will call transfer theconsumer through the PSTN to one of the store's live agents or their ownautomated order taking system. Retailer/CallMall tenants receive reportsthat summarize consumer usage of their mall.

Billing System

The following summarizes the roles and information flows between thesystem and the Billing System. The Billing System receives rated usageinformation from the system for the following events which are billableto the appropriate retailer:

individual setup charges;

DBM usage charges at the campaign level; and

CallMall usage at the retailer level.

AD Creative House

The following summarizes the roles and information flows between thesystem and the Ad Creation House. Requests will go out to the ADCreative House to develop the text and voice requirements for specificscreenTalk DBM advertisements. Once complete this information will besent to screenTalk administration staff for entry into the system.

Sales Broker

The following summarizes the roles and information flows between thesystem and the Sales Broker. The Sales Broker agency sells DBMadvertisements. The agency invoices the system for advertisements sold.The system administration manually issues a payment to the sales brokerfor advertisements sold.

Contracting retailers to advertise using screenTalk

Determining criteria to select target population

Demonstration of advertisements for retailer approval

SERVICE CONCEPTS OF SECOND EMBODIMENT

The service components implemented by the system are Display BasedMarketing, the CallMall, and Enhanced Telephony Services.

DBM Service Concepts are as follows:

DBM message will not cause the consumer, or the system to incur longdistance telecommunications costs to reach the retailer. Messages willbe filtered to ensure the consumer can only access retailers whosemessages are a free call.

DBM messages may be available in multiple languages. The consumercontrols whether he/she will see messages in one or more languages. Inthe event that a message is available in multiple languages, themessages will be presented in the consumer's language preference.

"Little" messages will be downloaded multiple times per day.

Consumers can not remove specific ads or retailers from their profile orset. Retailer deleted ads will remain on the set and server until thenext day.

When consumer hits "CALL" from a "lot" message the action taken is thatserver flashes to activate three-way-call, dials retailer, waits foranswer, flashes, and drops (this means that the system capturessuccessful completion events).

Consumers served by SPCS that do not provide a suppressed ring facilitywill not be delivered DBM "little" messages. They will instead use theinteractive session to view both "Little" and "Lot" components ofmessages; accessed from a different FDM script.

A consumer is represented by a combination of telephone number and ascreen based device. A given household may have multiple screen baseddevices and therefore be viewed as multiple consumers by the system.

A message will be associated with one "CALL" telephone number only.There will be no dynamic routing of consumers to different retailerdestinations for the same message based on consumer location.

When retailers provide consumer target lists and want detailed feedback,the "lot" message will ask the consumer for authorization to releasetelephone number to the retailer. No other information will be released.This only applies when retailers provide the target list. No otherretailers will be provided this information. This protects consumerprivacy.

Messages in multiple languages will be viewed as a separate message perlanguage for the same campaign. The pricing schema is to accommodatethis approach.

DBM areas of interest Categories are different from CallMall areas ofinterest Categories.

Message creation will include prioritization of DBM messages but willnot allow bumping of messages based on the same priority.

Messages will be targeted on a geographic basis to the levels ofgranularity provided by the Postal Code structure.

A few standard reports will be created to satisfy all retailers; theywill NOT be built on an individual retailer basis.

Maximum messages "little" messages sent to consumer's screen baseddevice will be a Message creation costs are a separate chargeable item.

Soft key labels will always be standard across all messages of aspecific template. Soft keys will not be customized on a per message.

Message number does NOT have to be displayed on screen to let consumersknow where they are.

Forty seconds after last voice segment an idle timer will disconnectcaller to minimize server facility impact.

A PIN number is NOT required for access to Personal Agent services orCatalog Shopping services. It may be added at some future date.

Consumers will be allowed to view untargeted "little" messages in aninteractive session with the CallMall. Consumers will only seeuntargeted "little" messages that can be reached within their freecalling area.

Small business will be viewed as potential consumers. Return telephonenumbers must support different dialing plans (ie 9+).

CallMall Service Concepts are as follows:

Consumers will not be billed for CallMall usage.

CallMall stores may be available in multiple languages. The consumercontrols whether he/she will see stores in one or multiple languages. Inthe event that a store provides services in multiple languages, thestore will be presented in the consumers language of preference.

A CallMall store will not cause the consumer, or system to incur longdistance telecommunications costs to reach the retailer. Consumers willhave access to CallMall stores in their Extended Area of Service (EAS)area only, unless 800 access or an application on the system isprovided.

A store can be in up to 3 CallMall categories.

CallMall personal profile updates take effect on the next call afterupdate by consumer.

Consumers customize the CallMall into a Personal Mall by specificallyde-selecting stores by category. The default is to display all CallMalltenants within an EAS until specifically deselected by consumer.

There will be only one level of categorization for CallMall.

Telephony Service Script Service Concepts are as follows:

The system will support a delivery of a telephony service script for allusers within a particular telco and residential/business service.

DETAILED DESCRIPTION OF SECOND EMBODIMENT

Technical Implementations

System Partitioning

The system consists of 2 major physical component types as detailed inFIG. 24: a Backend Administration and Operations Server 602, used foradministrative, provisioning and billing functions, and one or moreFrontend Application Servers 604, used to provide interactiveapplication session with consumer's screen based devices and messagedelivery to consumer's screen based devices. The system was physicallypartitioned in this manner to permit centralization of business andoperations functions (Backend) and the geographic distribution of theapplication servers (Frontend) to place these engines as close to largeconsumer bases as possible minimizing voice communication costs of theinteractive sessions and message delivery sessions. The Backend andFrontend servers can be connected together by a plethora of datacommunications schemes 606, either a local area network if co-located ora wide area network if geographically distributed. The administrationand operations personnel access Backend Administration and OperationsServer via work stations 608 on a local area network 610. The billingsystem 612 will be a workstation on the same local area network.

Public Switched Telephone Network (PSTN) Requirements

For interactive sessions the Frontend is connected to one or more SPCS14 in the Public Switched Telephone Network 12 via telephone lines 614as detailed in FIG. 24. This is necessary as the Frontend must performthree-way-calls and call transfers. The Frontend physical connection isa T1 line 616 and the SPCS lines connection is an analog line requiringchannel backs 618 to perform the signalling conversion. The Frontendrequires calling number and called number information from the PSTN toidentify consumers and what application to start. This information isprovided to the Frontend by a Simplified Message Desk Interface (SMDI)620 from the serving SPCS. The Frontend requires a suppressed ringfacility 622 in the serving SPCS to be able to deliver the DBM messagesin a non-intrusive manner. The suppressed ring facility allows theFrontend to place calls to consumer's unattended screen based devices 20and establish a connection with unattended screen based devices withoutringing the device. Suppressed ring facilities will be a feature of theserving SPCS and will be provided in varying methods. Suppressed ringfacilities can be provided by a plurality of means not limited toOperator Verification type circuits that telephone operators use to"barge-in" on calls, or by Automatic Meter Reading Trunks as defined byIEEE SSC-31 Subcommittee 5, or by Generic Switching Requirements forUtility Telemetry Service TA-73565 as defined by BellSouthTelecommunication, or by Suppressed Ringing Service as defined byStentor Resource Center Inc. Once the suppressed ring call has been madethe means for communicating with an unattended screen based device aredefined by Bellcore in the FR-NWT-000012 ADSI Specifications.

System Components

Both the Backend and Frontend hardware components are implemented usingIBM RS/6000 hardware technology with the AIX operating system and theworkstation are personal computers running DOS and Windows as detailedin FIG. 25. The major Backend software components 628, Frontend softwarecomponents 630 and personal computer software components 624 areprimarily commercially available products. Some customer applications626 and custom servers 632 are incorporated as custom C code.

Major Data Areas

The screenTalk system stores data in four major data areas: consumer,retailer, ad and event.

Consumer

This data area contains information which pertains specifically to theconsumer, as well as screen based device, available interest areas, etc.Consumer information deals with consumer identification, location, andprofile data. The device information also deals with ADSI.

Retailer

This data area contains information that specifically defines aretailer. A retailer may be an advertiser in the case of Display BasedMarketing (DBM), a tenant in the case of CallMall, or both. CallMalldata in this area also covers types of CallMall applications andretailers' CallMall stores. Location information is also maintainedwithin this area. Locations are defined in terms of a group of postalcodes. Information is also maintained with respect to Extended Areas ofService (EAS's) or telephone free calling areas. An EAS is defined interms of a group of NXX's.

Ad

This data area contains information which is specific to Display BasedMarketing ads. This includes information that identifies and definesads, and their contents. The contents include information involving thetext, the voice, and the soft key components of the ads. This area alsodeals with information involving the targeting, reservation, anddownloading of ads. Information involving the ad sales force, adpricing, and ad discounting is also within this area.

Event

This facet contains information captured on the system for billing,reporting, and operational uses. Events are created for usage involvingDBM Ads, CallMall stores, and consumer authorizations. Events createdfor retailers with respect to downloading ads, consumer responses totargeted ads (call and more), consumers entering CallMall stores, andconsumers performing simple fax orders to CallMall stores are billable,whereas the others are merely reported. Operational events are thoserequired to manage the screenTalk system itself and insure that it isperforming properly. Information identifying specific consumer faxorders and their contents are also maintained in this area. This areaalso contains usage pricing information.

Table 1 defines the data tables inside each of the four major dataareas.

Consumer Areas of Interest

Table 2 shows a small sample of possible consumer interest areas andcategory types that consumers would select from when choosing theirareas of interest in the personal agent section of the CallMall. Theseare used by the system for DBM message targeting.

System Processes

The System is composed of 6 SubSystems. The SubSystems and their purposeare as follows:

SS1--Manage Consumer/Retailer/System Table Information

This grouping deals with the functionality that is required within thesystem administration office(s) for maintaining consumer, retailer,order, EAS, script, system table, back-end security and helpinformation.

SS2--Manage Consumer Interactions

This grouping of functionality contains all of the interactiveprocessing that takes place between the consumer's screen based deviceand the Frontend interactive server. These interactions deal withDisplay Based Marketing messages, and CallMall services including bothshopping and personal agent functions.

SS3--Manage Ad Sales and Development

This grouping deals with the functionality that is required toadminister, sell, create, forecast, and reserve Display Based Marketingmessages. The administration deals with the sales force, as well as withad development.

SS4--Manage Information For Distribution

This grouping contains all of the functionality necessary to manageinformation that is to be distributed from the Backend to the Frontends,as well as acquiring information for the Backend central from theFrontends.

SS5--Manage FDM Delivery

This grouping contains the functionality that deals with the delivery ofFeature Download Management information to the consumer's screen baseddevice. The FDM delivery deals with both scheduled downloads (unattendedscreen based device), and with those made upon consumer requests(on-line/interactive).

SS6--Manage Event Information

This grouping contains the functionality that is required to createscreenTalk reporting and billing events based upon the raw eventscaptured in SubSystems 2 and 5. It is also responsible for the creationof system reports.

Table 3 defines the functions that comprise each sub-system.

Administration and Operations

System administration and operations personnel will employ theadministration and operations workstation (30) to perform the followingtasks.

1. Manage DBM

Establish retailer in ScreenTalk and billing (if new)

Establish new campaign (if needed)

Establish new Ad

input setup charges

Duplicate Ad and change language

Request Audio

Import target list from diskette

Determine postal codes to be targeted (optional)

Determine Target penetration for Ad

Respond to sales queries on potential target size and cost for criteria

Schedule Ad

Import Audios

Assemble Ad

Test/review Ad

Update Ad/request new audio

Replace audio

Ensure scheduled Ads in production status

Follow-up with retailers for next Ad

Respond to Queries about Ads

Provide diskette of consumer telephone numbers wanting info

2. Manage CallMall

Add/remove catalogues from catalogue store

input setup charges

Add/remove speed call stores

input setup charges

Add/remove fax order stores

input setup charges

Send out fax orders

Update stores

Update catalogues

3. Manage Billing

Execute monthly billing Run

Manage physical mailing

Handle bill inquiries

Follow-up on past due accounts

Provide input to the GL

4. Manage report Preparation

Prepare and distribute report on consumers by interest areas

Prepare and distribute customer reports

Review customer reports and follow-up on any perceived problems

Prepare report for the field indicating retailers currently on theservice

5. Prepare service indicator results

Query the system for performance indicators on a weekly basis

Prepare a report package

6. Manage Consumer Information

Add new consumers

Update consumer records from order activity

Remove consumers

Update consumers based on consumer calls

7. Complete incomplete fax orders

On a daily basis query the system for incomplete fax orders and completeany found

Identify Consumers with multiple incomplete faxes and query to determineif the address should be changed

8. Maintain System tables

(Define the inputs for changing each table)

9. Review suggestion box

On a weekly basis listen to messages in the suggestion box and recordany that need consideration

10. Manage accounts payable

Review communications bill and prepare transmittal

Produce report for Teledirect indicating billable

DBM revenue

Review Teledirect invoice and prepare transmittal

11. Other

Telco script delivery fee charges

12. Operations

The Operations group is responsible for:

response and recovery from system and network alarms and events

daily backup of message, applications and event data

implementation of security policies

submission of regular batch processes

maintenance of physical environment

addition of necessary system resources to maintain service levels

Consumer screens

Consumers will gain access to the system services via screen baseddevices that comply with Bellcore's FR-NWT-000012 ADSI Specifications.The Display Based Marketing "little" message delivered through thepublic switched telephone network to consumer's unattended screen baseddevices in a non-intrusive manner are sent as Feature Down loadManagement Scripts. The Display Based Marketing "little" messages willappear on the idle display of the Northern Telecom Vista 350 screenbased telephone as detailed in FIG. 26. In other screen based devicescompliant with Bellcore's FR-NWT-000012 ADSI Specifications, as detailedin FIG. 27, the consumer will have to press a key 634 on the device toaccess the Feature Download Management Page 636. The consumer willactivate a script item named DBM Messages 638 or screenTalk Messages tostart the service script that allows the consumer to review the "little"messages 640.

FIG. 28 details how the consumer will access the CallMall by both theNorthern Telecom Vista 350 and other screen based devices compliant withBellcore's FR-NWT-000012 ADSI Specifications by pressing a key 634 onthe device to access the Feature Download Management Page 636. Theconsumer will activate a script item named CallMall 638. Once activatedthe script will prompt the consumer to select an "Open" 634 soft keythat causes the screen based device to place a call through the PSTN tothe system Frontend Application Server. When the server answers theconsumer will be presented with the CallMall main menu 644 and an audiogreeting 642.

FIGS. 29-01 to 29-33 details all screen flows the consumer would seewhen interacting with the system Frontend Server. The application can beeither reviewing DBM "lot" messages, checking DBM "little" messagesbecause the consumer is served by a SPCS that does not support asuppressed ring facility, initialization of the consumer onto thesystem, or entering the CallMall. A test application is also providedfor system administration personnel to test DBM messages.

The Frontend Application Server determines which application to startbased upon the telephone number the screen based device has called bythe consumer selecting a soft key, the calling telephone number of thescreen based device and the CPE₋₋ ID of the screen based device, asdefined by Bellcore's FR-NWT-000012 ADSI Specifications. The calling andcalled telephone number are passed to the Frontend Application Server bythe serving SPCS over the Small Message Desk Interface.

Table 1 Data Tables by Major Data Area

Consumer Tables (Backend)

ADSI DEVICE TYPE

The ADSI protocol defines the minimum physical characteristics of adisplay device. This data structure defines the actual physicalcharacteristics of each type of ADSI display device. This includesactual physical screen character width, physical number of displaylines, and the number of soft keys available on the device.

ADSI SCRIPT

This data structure contains the compiled ADSI script used to supplyscreenTalk consumers with a visual component to residential telephonyservices, FDM default CallMall Services, and FDM default DBM services.Normally, each Telco will have 2 standard telephony scripts, one foreach language. Development of the script will be external to thescreenTalk system. STS will have no knowledge of the internal logic orspecific telephony features supported by the script. This is not thecase for the default FDM scripts where the information is known andmaintained within STS.

CONSUMER

A consumer is a residential or small business subscriber to the servicesoffered by screenTalk. The consumer data structure defines informationneeded to provide these services. It includes:

A telco₋₋ id and account number used to reference the Telco accountinformation;

Postal code information used to target DBM ads by location;

Home shipping names and addresses for use by CallMall orderapplications;

Language preference and custom personal agent voice;

A language exclusivity flag, set to no if the consumer will accept adsin the alternate language if unavailable in the language of choice;

A dial 9 indicator, used to modify FDM soft key return strings forconsumers that prefix local calls with digit 9 (e.g., businessconsumers);

An adsi₋₋ downloadable₋₋ code that indicates whether this consumer canbe downloaded in a server-initiated, on hook fashion. Examples ofnon-downloadable devices include sets served by digital loop carriers orPBXs. Initially set to "test", this field will be updated to "yes" afterthe first successful download to the consumer's device, or to "no" ifsubsequent downloads up to a maximum fail download (as captured by thefail₋₋ download counter for the consumer);

Version numbers for the standard FDM scripts that STS supports (i.e.,the CallMall and Telephony standard scripts); and

Information pertinent to the media type that the consumer owns(currently ADSI).

CONSUMER INTEREST

Consumers may signify their interest in one or more interest areas. Anyads specific to those interest areas will be delivered to thoseconsumers. This data structure indicates the interest areas selected byeach consumer.

CONSUMER RESPONSE

This data structure is used to store response counters on a per consumerper interest area basis. This data is intended for use in ad targeting.

DEFAULT FDM GROUP SCRIPT

This data structure is used to associate the appropriate default FDMscripts (Default DBM and CallMall) for a fictitious telno group with thecorresponding ADSI script translation (See FICTITIOUS TELNO GROUP). Thisstructure also maintains the date that the ADSI script was downloaded tothe corresponding consumer population.

DEFAULT FDM SCRIPT

This data structure is used to store information relevant to the defaultFDM scripts needed to support the screenTalk service. Information storedincludes text and soft keys, as well as data needed to maintain FDMdownload security. Current scripts supported are:

Default DBM Script--New consumers receive this script after successfulinitialization. It allows access to the consumer's current messages inan SDC mode. For non-downloadable consumers, this script will always beused to access DBM messages.

Default CallMall Script--This script allows access to the CallMallcomponent service of screenTalk.

DEFAULT FDM SCRIPT TYPE

This data structure currently only contains the 2 types of FDM defaultscripts: one for the default CallMall script, and one for the defaultDBM script.

EAS

This data structure is used to store instances of valid EAS (LocalCalling) areas inside a given Home NPA (Area code).

EAS AREA

Each EAS area allows free calling to a number of NXXs. An entry in thisdata structure represents an NPA/NXX that can be reached with a localcall by callers with the given eas₋₋ id.

FICTITIOUS TELNO

Consumers will normally access the screenTalk system by pressingpreprogrammed soft keys. Since consumers will be in different callingareas, it is necessary to program these soft keys with numbers that canbe dialed by the consumer without incurring charges. This data structureis used to store instances of fictitious telephone numbers for eachFictitious Telno Group.

FICTITIOUS TELNO GROUP

Consumers calling the screenTalk system will normally access the systemvia preprogrammed soft keys that dial fictitious telephone numbers thatforward to the appropriate Frontend server. At least one set offictitious numbers is required for each Frontend server. A server mayrequire more than 1 set of numbers when it's consumers are in 2 callingareas without a local NXX in common. This set of numbers is referred toas a Fictitious Telno Group. Instances are stored in this datastructure.

FICTITIOUS TELNO TYPE

This data structure is used to store the valid fictitious number typesused by the screenTalk system. Current known types are:

DBM relative line numbers--One of 24 fictitious numbers that correspondto the relative position of the ad that the consumer is currentlyviewing.

CallMall Fictitious Number--Used to access the CallMall Main Menu.

DBM Test Fictitious Number--Used to test ads prior to production.

Consumer Initialization Number--Used by new consumers to initializetheir profile for the first time. Used by non-downloadable consumers toaccess their DBM ads using ADSI SDC (The default DBM FDM scriptdownloaded to new consumers contains this number).

INTEREST AREA

This data structure represents the valid interest areas in thescreenTalk system. Each interest area describes a category of DBM orTalkMail advertisement. (e.g., food, hardware, etc.) See Appendix A forexamples of Interest Areas.

NXX EAS ASSIGNMENT

This data structure is used to store the eas₋₋ id associated with eachNPA/NXX combination. This structure will be indexed to determine, for agiven consumer, which community data structures can be accessed (e.g.Community Mall Store, More Flyers)

PERSONAL AGENT VOICE

The screenTalk system will provide audio prompts that supplement andenhance generic display menus. A consumer will select the personal agentvoice used for these prompts from a list of famous personalities (e.g.,Marilyn Monroe, Elvis Presley). This data structure represents theavailable personalities available in each language.

PERSONAL MALL STORE

Consumers may create a personal list of CallMall stores (up to 8) forease of viewing purposes. This data structure defines this. An entrywill be provided in this data structure for each consumer instance of aCallMall store that has been selected by the consumer from the list ofstores available in the Community Mall Store. Note: New consumers willnot have personal entries in this data structure. They may add entriesusing Profile Management.

TELCO

This data structure is used to store information particular to telcosparticipating in the screenTalk service.

TELCO TELEPHONY SCRIPT

This data structure is used to store FDM security information necessaryto maintain the standard telephony script for a specific telco.

Consumer (Frontend)

consumer₋₋ name₋₋ address

This data structure stores the consumer name and address delivered toscreenTalk retailers with sent catalog or CallMall store orders.

consumer₋₋ profile

Each consumer on the screenTalk system will have an associated record inthe consumer₋₋ profile table, storing profile information such aslanguage preference, personal mall store entries and interest areaselections.

consumer₋₋ name₋₋ address

This table stores consumer shipping information provided to the retailerby the on-system CallMall Store order process.

fictitious₋₋ number

This table stores all fictitious numbers used by the server. TheFrontend server uses the called number to decide which service toinitiate for the consumer, as well as the relative ad line positionbeing viewed by the consumer (In the case of DBM).

init₋₋ consumer

This table contains a list of consumers who have called theinitialization number to get their phone reinitialized. For consumerswith entries in this table, at targeted download time, a full scriptincluding the soft key table will be downloaded to their set.

interest₋₋ code

This table stores the valid interest area codes and their display labelsin the appropriate language. See INTEREST AREA.

targeted₋₋ download

Each screenTalk consumer will have an entry in the targeted₋₋ downloadtable, used to define which ads should be downloaded to the consumer, aswell as which ads are currently resident in the consumer's set.

Retailer Tables (Backend)

AR ACCOUNT

All screenTalk Retailers must have an Account on the Accounts Receivablesystem. This data structure represents that structure.

CALLMALL CATEGORY

Each CallMall retailer will be associated with a CallMall category,which identifies the classification(s) the retailer falls into (e.g.,financial services). This data structure stores the valid CallMallcategories, and the label in both official languages for each.

CALLMALL STORE

This data structure stores the information pertinent to a retailer'sCallMall store. Information required includes: the telephone number thatis used to reach off-system retailer applications, a fax telephonenumber used to forward orders for on-system shopping retailerapplications, and a cm₋₋ store₋₋ name used to provide the display itementry for the CallMall store on the consumer's display. A language₋₋code is used to indicate French or English service. When service in bothlanguages is available, the related₋₋ cm₋₋ store₋₋ no field reflectsthis.

CATALOG

This data structure is intended to store instances of retailer catalogsfor use in the catalog fulfilment application, an application designedto allow consumers easy access to catalogs offered by screenTalkretailers. The information stored in this structure includes:

The catalog₋₋ name that the consumer sees on the screenTalk set;

The 800 inquiry number that can be used to call the retailer directly,if provided;

The 800 number that can be reached to access the retailer to order thecatalog, if the retailer elects to use this method for catalog orderingrather than the screenTalk Fax service;

The Fax number used to send retailers consumer catalog requests forthose retailers using our Fax service;

A text and voice segment that presents the consumer with supplementalinformation about each catalog; and

A language code and related₋₋ catalog₋₋ no field, used for presentationof catalogs in the appropriate consumer language.

CATALOG CM CATEGORY

This data structure is used to allow presentation of catalogs toconsumers in their language of choice, by chosen category. A language₋₋code and language₋₋ exclusive₋₋ flag allow presentation to exclusivelyFrench or English consumers, as well as those that have signified theirdesire to access services in both languages. (See COMMUNITY MALL STOREfor more details on language presentation).

CM VOLUME DISCOUNT

This data structure is used to store the discount available to aCallMall retailer based on the total dollar business volume for allapplications for the retailer. This includes any CallMall stores,Catalogs, Mall activities or Information services owned by the retailer.

COMMUNITY INFO SERVICE

Consumers accessing the information services provided in CallMall willbe presented any information services that can be accessed by theconsumer with a local call (i.e., in their EAS area), in their preferredlanguage (or in the alternate language if desired and the service is notavailable in the preferred language). This data structure is used tostore the available information services by EAS area and language.

COMMUNITY MALL STORE

Consumers accessing the CallMall will have access to all CallMall storesin their EAS area, sorted by CallMall categories. This data structurecontains an entry for each CallMall store available in the EAS area inthe available CallMall categories. Since CallMall stores may beavailable to consumers in several EAS areas, and CallMall stores mayappear in multiple categories, one store may appear in this datastructure many times. A language₋₋ code denotes English or French, and alanguage₋₋ exclusive₋₋ flag is used to denote whether this list ofstores should be seen by consumers accepting both English and Frenchstores. The list of stores the consumer sees when accessing the "MoreStores" menu item is dependent upon:

Consumer EAS area--To avoid toll bypass, a consumer can only access astore that he/she can reach without incurring long distance charges.(i.e., stores with local or 800 numbers, or stores with on-systemapplications).

Consumer Language--Consumers will be presented with stores in theirpreferred language.

Language Exclusivity--Consumers may elect to see stores in the alternatelanguage as well. (Consumer language₋₋ exclusive₋₋ flag set to "No").When a store is only available in the alternate language (as determinedby the related₋₋ cm₋₋ store₋₋ no flag on the store) it will be presentedto those consumers wishing to see stores in both languages.

INFO SERVICE

Certain applications in the CallMall will be classified as informationservices, for example, a weather line, road report, lottery numbers,etc. These will be accessed by the consumer under the "InformationServices" CallMall menu item. This data structure is used to store thedata relevant to services of this type. Information stored hereincludes:

The service name used in presentation to the consumer's display;

The telephone number used to access external information serviceapplications;

Text and voice segments used to provide the consumer with moreinformation about the service;

A flag that denotes if this information is free to the consumer (Note:the screenTalk system does not bill or charge consumers in any way. Thisflag is used solely for presentation purposes on the consumer's screen:Pay services will be flagged as such);

A language code and related₋₋ info₋₋ service₋₋ no used to determineappropriate language presentation to the consumer; and

An application₋₋ id used to reference the correct application.

MALL ACTIVITIES

Certain applications in the CallMall will be classified as MallActivities. These will be accessed by the consumer under the "MallActivities" CallMall menu item. This data structure is used to store thedata relevant to services of this type.

Information stored here includes:

The service name used in presentation to the consumer's display;

An 800 telephone number used to access external Mall activityapplications;

A language code and related₋₋ info₋₋ service₋₋ no used to determineappropriate language presentation to the consumer; and

An application₋₋ id used to reference the correct application.

MISCELLANEOUS FINANCIAL TRANSACTION(CIS/BILLING)

The rating process in the screenTalk system summarizes billable eventsinto the layout required for Miscellaneous Financial Transactions. Theserecords are passed to the CIS/Billing system to be processed and billed.

Note: This is no longer true, as CIS will not be used for billing. Thisdata structure kept here as a placeholder only.

ORDER ATTRIBUTE

This data structure stores the information pertinent to all validattributes available to CallMall stores using an on-system orderapplication. Examples of order attributes include Product Code, Color,or Size. Information stored here includes the attribute label to bepresented on the consumer's display (in both official languages), aswell as a voice segment id in both languages. An alphanumeric flag isused to indicate if consumer input entry should be numeric oralphanumeric.

PAYMENT TYPE

This data structure is used to store the valid credit card types that aretailer may choose to utilize. A label in both English and French isprovided for consumer presentation.

RETAILER

This data structure stores the information pertinent to a screenTalkretailer, both for retailers advertising using the system or havingCallMall applications (CallMall stores, information services, etc.).Information captured for each retailer includes the retailer name andaddress, status, and a retailer contact name and number. A discountpercentage value may be applied to all billed events for stores owned bythe retailer at rating time.

RETAILER CM CATEGORY

This data structure is used to store the CallMall category or categoriesthat a retailer is classified under. All CallMall stores and catalogsfor the retailer will be presented to the consumer under thesecategories. For technical reasons this entity will be limited to amaximum of 3 categories per retailer.

RETAILER ORDER ATTRIBUTE

This data structure is used to store attribute information needed forretailers using an on-system order application. Each attribute for theparticular retailer application is stored here, with a sequence numberthat is used to determine consumer presentation order.

RETAILER PAYMENT TYPE

This data structure is used to store the types of credit cards that eachretailer will accept, for use in order applications such as theon-system order and catalog fulfilment applications. An entry is storedhere for each retailer/payment type combination. A sequence numberallows the retailer to select the order of presentation to the consumer.

SETUP CHARGE

New retailer applications may be charged a setup charge at subscriptiontime. This data structure is used to store, for each retailer, a setupcharge_amount if applicable, defaulting to the amount associated withthe setup type (see SETUP TYPE data structure). The date and time thatthe charge occurred is stored, as well as the setup₋₋ type (Ad setup,CallMall store setup, etc.). A set₋₋ up₋₋ item field is provided thatstores relevant to the setup₋₋ type--for ad setup, this field willcontain the ad₋₋ id, while for a CallMall store setup the field willcontain the CallMall store number.

SETUP TYPE

This data structure is used to store the valid system setup types, witha description and default setup charge.

Retailer Tables (Frontend)

catalog

This table stores information pertinent to catalogs participating in theCallMall catalog Fulfilment application. Information stored hereincludes catalog language data, application initiation parameters andthe categories under which the catalog falls.

cm₋₋ category₋₋ name

This table stores the display labels in both languages for the validCallMall categories. cm₋₋ store₋₋ appl

Each CallMall store handled by the Frontend server will have an entry inthis table. This table is accessed to determine which application toinitiate when the store is selected, as well as any parameters needed bythe invoked application.

communityNNNN

Each EAS area handled by the Frontend server has a separatecommunityNNNN table (Where NNNN=eas₋₋ id; see EAS). This table storesthe store numbers, display labels, language and category information forthe associated CallMall stores. A CallMall store may be available inmore than one EAS area. Hence, a CallMall store may appear in more thanone communityNNNN table.

credit₋₋ card₋₋ list

This table stores an entry for each valid credit card in the system, andthe display label for the card in each language.

info₋₋ serviceNNNN

Each EAS area handled by the Frontend server has a separate info₋₋serviceNNNN table (Where NNNN=eas₋₋ id; see EAS). This table stores theinfo service numbers, display labels, language and application startupinformation for the associated info services. An Info Service may beavailable in more than one EAS area. Hence, an Info Service may appearin more than one info₋₋ serviceNNNN table.

retailer₋₋ credit₋₋ card

This table stores the valid credit card types in use for each specificretailer (See RETAILER PAYMENT TYPE, PAYMENT TYPE and credit_card_list).The system supports up to 8 credit cards per retailer.

retailer₋₋ order₋₋ attribute

This table contains all order attributes for each retailer (See ORDERATTRIBUTE and RETAILER ORDER ATTRIBUTE for details).

Ad Tables (Backend)

AD

One of the key components of the screenTalk system is the delivery oftargeted marketing messages (ads) from retailers to consumers. The addata structure includes information that allows the ad to be targeted tothe appropriate set of consumers--ad telephone number (which determinesthe EAS areas to be targeted), language and targeting postal code--aswell as fields that relate to the ad media type (ADSI or TalkMail) Aflag indicates the ad status (test, under development or in production).Rollup counters keep download and response information for both targetedand untargeted consumer interactions.

AD SCHEDULE

ScreenTalk ads are delivered 3 times a day. An ad may be deliveredmultiple times. This data structure represents an ad delivery instance,by delivery date and download number (1 to 3) within that date. Note:This data structure may be explicitly populated by screenTalkadministrative personnel, or populated by the system using the currentdownload counter when default scheduling is acceptable.

AD CATEGORY

This data structure is used to store the valid ad categories assignableto an ad. Ad categories are used in analysis of DBM consumer responseevents to glean more information about the consumers responding to thead. See AD CLASSIFICATION for details on the use of ad categories. SeeTable 2 for examples of Ad Categories.

AD CATEGORY TYPE

Ad category types subdivide ad categories into logical groupings relatedto an interest area, primarily as a navigational aid to a screenTalkadministrator assigning ad categories to an ad at ad assembly time.Example: An ad's objectives are to sell men's footwear. The interestarea for the ad in this case will be "clothing". The ad categoriesassigned to the ad through the ad classification data structure will be"male" and "footwear". The ad category type that allows theadministrator to quickly find the "male" category is "sex"; to find"footwear" is "clothing type". Note that in this example, neither the"sex" or "footwear" category types describe the ad, but act purely toclassify the ad category inside the interest area. See Table 2 forexamples of Ad Category Types.

AD CLASSIFICATION

This data structure relates ads to specific ad categories. Ad categoriesare used in analysis of DBM consumer response events to glean moreinformation about the consumers responding to the ad. For technicalreasons an ad was limited to being able to be associated with up to amaximum of 5 ad categories. Example: An ad's objectives are to sellmen's footwear. The interest area for the ad in this case will be"clothing". The ad categories assigned to the ad through the adclassification data structure will be "male" and "footwear". Consumersresponding to this ad may be inferred to be interested in men'sfootwear, even though they have only explicitly selected the broadinterest area "clothing". Note: targeting to the consumer is based onlyon the interest area. The ad classification is not used.

ADSI SDC LITTLE/LOT

Ads with display components are translated into ADSI protocol. Thetranslated components (both little and lot) are stored in this datastructure. This is done to minimize the overhead necessary in ADSItranslation by translating once only.

AD TYPE

This data structure stores the valid ad types in the system. Currently,valid ad types are regular, priority and system ads. System ads are sentto all consumers, bypassing interest area and EAS screening. System adsare only used for public service messages. Priority ads are placed onthe top lines in the consumer's physical device.

CAMPAIGN

Each ad will be associated with a campaign. The campaign data structureprovides campaign objective information, and identifies campaign cappingand discount information (See CAMPAIGN PRICING for details on capping) .Ads for the same retailer with the same ad objectives will be linkedtogether through the campaign data structure (An example might be adswith different call numbers for different EAS areas). The campaign alsocontains an attribute identifying the interest area for the ads in thecampaign (Ads will only be targeted to consumers that have selected thead's interest area).

An ad₋₋ type attribute identifies priority, system or regular ad types.

An explicit schedule attribute identifies those ads not using defaultthe default ad scheduling algorithm (See AD SCHEDULE and CURRENTDOWNLOAD for more details).

CAMPAIGN PRICING

Charges to retailers for ad campaigns will be based on a "capping"formula. This formula will use the quantity of downloads forecast, andan expected response percentage to calculate the cap. "Responses"include responses due to consumers accessing "lot" message components(pressing "MORE" soft key) as well as those using a soft key to call theretailer. This calculation is made as follows:

CAP=download percent * download rate* forecast downloads+more rate *more percent * forecast downloads+call rate * call percent * forecastdownloads

Rates for response and download will be derived from the Billing Ratedata structure (See Event for details).

Retailers will be charged based on either actual downloads and responsesor the cap amount, whichever is less.

CAMPAIGN VOLUME DISCOUNT

Retailers whose ad campaign charges fall within certain dollar rangesmay qualify for volume discounts. The discount percentage to be used atrating time is contained in this data structure.

CONSUMER LIST

At forecast time, the specified ad interest area and other targetingcriteria will be used to create a list of consumers to target, placed inthis data structure. This list may be large; this data structure allowsthe list to be segmented (e.g., based on response history), thusallowing more effective targeting.

CURRENT DOWNLOAD

This data structure merely stores a counter which indicates, whenscheduling an ad with default scheduling, which download number the adshould be scheduled in on day 1. Note: Default scheduling will use thefollowing algorithm: Ad will be scheduled using the current₋₋ download₋₋number on schedule day 1. For ad schedule day 2, this value will beincremented (or set to 1 if previous value was 3).

LITTLE AD TEXT

ScreenTalk DBM ads, when employing ADSI, will follow the "little/lot"model. The "little" component of the ad will be delivered to theconsumer's display device. This data structure itemizes the informationrequired for the "little" component, including the text to be sent tothe display device, and required standard soft keys.

LOT AD TEXT

DBM ads employing ADSI may include a "lot" component, which providessupplemental information to the "little" component. The lot ad text datastructure, on a per ad, per line basis, provides the display textinformation to be sent to the consumer's display device when theconsumer is involved in an interactive session. Note: "lot" componentswill be limited to 33 lines per ad.

MORE FLYERS

ScreenTalk consumers may choose to view any current production ads inthe consumer's EAS area by interest area, even if these ads are nottargeted to the consumer. This capability is accessed via a menu itemlabelled "More Flyers".

An instance in the More Flyers data structure is identified by the NPA,EAS, language, interest area and production ad₋₋ id. Note: A givenproduction ad may show up in multiple More Flyers instances, one foreach EAS area that the ad is local with.

PROGRAM DISCOUNT

Retailers agreeing to participation in DBM ad campaigns for an extendedperiod will be offered discount rates called program discounts. Thisdata structure stores the valid program discount codes, used to providedefault discount rates to the retailer program discount data structure.

RETAILER PROVIDED LIST

A retailer may optionally provide a list of telephone numbers to be senta specific ad. This list is validated against the screenTalk consumerbase, and valid entries are stored in the retailer list entry datastructure. An entry in this structure is identified by an ad₋₋ id andconsumer telephone number.

RETAILER PROGRAM DISCOUNT

This data structure stores, on a per retailer basis, the programdiscount that should be applied to retailer charges at rating time, andthe start and end dates between which this discount applies. Note:although program discount rates are related to time period, the systemwill not base rates on start and end dates in this data structure.

SALES AGENCY

Sale of ads and campaigns to retailers will be conducted by salesagencies. The sales agency data structure stores information pertinentto the agency (name, address, contact information, etc).

SALES PERSONNEL

Associated with sales agencies and acting as agents for retailers duringspecific ad campaigns are sales personnel. This data structure storesinformation pertinent to a sales person in a sales agency, including asales₋₋ id and name.

TARGETED AD RESERVATION

Ad reservation involves the following steps:

Selection of a consumer list by community (EAS Area);

Further selection based on consumers whose profile matches the ad postalcode criteria; and

Further selection based on consumers whose interest area matches thead's interest area.

The list of consumers resulting from the above operations comprises thereservation list for the ad. The targeted ad reservation data structurestores an entry for each instance of a reserved ad in a consumer'sdownload date and download number. Note: ads entered here are notguaranteed delivery, as ads may be scheduled here before enteringproduction status.

TARGETED DOWNLOAD

This data structure stores, for each consumer download instance, the adsand their relative position in the consumer's ADSI device. A flagindicates whether this download has been successfully sent to theconsumer's device.

Ad Tables (Frontend)

ad₋₋ indexNNNN

An ad₋₋ indexNNNN table exists for each EAS area supported by theFrontend server. (NNNN=eas₋₋ id, see EAS). Defines the ads available toconsumers in the EAS, the interest area that the ad falls into and thead language.

little₋₋ ad₋₋ text

For each ad₋₋ id, this table contains the associated "little" ad text

sdc₋₋ lot₋₋ call₋₋ number

This data structure is used to associate the ad₋₋ id with the number tobe dialed when a consumer viewing the "lot" component of the ad pressesthe associated "Call" soft key.

Event Table (Backend)

APPLICATION TYPE

This data structure stores the valid application types, used to start upCallMall store or information service applications. Examples of validapplication types include speed call, fax order, or custom applications.In order to correctly invoke the custom application, an identifierunique to that application is stored here.

BILLING CODE

This data structure stores instances of valid event codes, a descriptionof each code, and the billing code for the event code, used to determineretailer charges.

BILLING RATE

This data structure stores instances of billing rates for eventcode/billing code combinations. More than one entry for the same eventcode/billing combination may occur here, differentiated by the effectivedate.

CALLMALL USAGE

This data structure stores instances of general CallMall Usage events.The two types of events captured in this structure indicate consumersentering the mall in general, as well as when they specifically enterthe personal agent.

CONSUMER DBM AUTHORIZATION

This data structure stores consumer DBM authorization event instances. Aconsumer DBM authorization event is triggered when a consumer authorizesrelease of his/her telephone number to the retailer providing a retailerlist by pressing a soft key provided for this purpose while in a "lot"session.

CM CATALOG USAGE

This data structure stores event instances relating to the CatalogFulfilment application. Event types captured here include inquiry callsto retailers, successful catalog orders or successful calls to retailersfor those retailers requiring live agent assistance to order catalogs.

CM INFO USAGE

This data structure stores events relating to the Information Servicescomponent of CallMall. Like CM STORE USAGE, events captured in thisstructure include successful calls to information service applications,as well as successful invocation of custom applications.

CM STORE USAGE

This data structure stores instances of CallMall store usage byconsumers. CallMall store usage events include successful call on behalfof a consumer to a CallMall store, successful invocation of a customapplication, or the successful transmittal of order information to aretailer for a home shopping session.

CONSUMER ORDER

This data structure stores instances of order events. Informationcaptured in this data structure includes the retailer telephone number,the consumer, and details about the consumer necessary for shipping.This data structure stores this information for billing and archivalpurposes. Note: Incomplete orders where the consumer provides theshipping information via a voice recording will also be captured.Administration staff will use the voice to create the appropriatetextual entry.

CONSUMER VOICE

This data structure is created by the consumer when they want to use ashipping name and address for an order that is not on the order screen.In this situation the consumer records their desired name and addressinformation for the particular order. Administration staff will receivethis order as incomplete, and they will add the text to the order basedupon the voice recording.

DBM USAGE

This data structure stores instances of DBM usage by consumers. Theinformation captured in these events is used to update the values of theappropriate actual usage fields on the appropriate Ads. It is necessaryto identify these events as; targeted or untargeted (accessed from "MoreFlyers"). DBM usage events are triggered when a consumer:

Responds to the "little" component of an ad by pressing a "More" softkey to request a "lot" component; and

Presses a "Call" soft key, either from the "little" or "lot" componentsof an ad.

EVENT GROUP

This data structure groups event types together into event types ofsimilar format. Valid event groups are: CM Store Usage, Consumer DBMAuthorization, DBM Usage, FDM Download, CM Info Usage, CallMall Usageand Mall Activity usage.

EVENT TYPE

This data structure stores instances of valid event codes and anaccompanying description, with a flag to indicate whether this event₋₋code is billable.

FDM DOWNLOAD

This data structure is used to store instances of DBM downloads forconsumers, as well as download of default FDM scripts. Note: One DBMdownload event infers successful delivery of several DBM ads to aconsumer. The information captured in these events is used to update thevalues of the Actual Download fields on the appropriate ADs.

MALL ACTIVITY USAGE

This data structure stores event instances relating to consumer use ofthe Mall Activity services within the CallMall. These events capturespecific consumer invocations of specific mall activities.

MONTHLY ACTIVITY USAGE

This data structure contains a counter per event type generated byinstances of Mall Activity Usage (See MALL ACTIVITY USAGE). It ismaintained to facilitate queries of event data.

MONTHLY CATALOG USAGE

This data structure contains a counter per event type generated byinstances of CallMall Catalog Usage (See CM CATALOG USAGE). It ismaintained to facilitate queries of event data.

MONTHLY CM USAGE

This data structure contains a counter per event type generated byinstances of general CallMall Usage (See CALLMALL USAGE). It ismaintained to facilitate queries of event data.

MONTHLY INFO USAGE

This data structure contains a counter per event type generated byinstances of CallMall Info Usage (See CM INFO USAGE). It is maintainedto facilitate queries of event data.

MONTHLY STORE USAGE

This data structure contains a counter per event type generated byinstances of CallMall Store Usage (See CM STORE USAGE). It is maintainedto facilitate queries of event data.

ORDER DETAIL LINE

This data structure stores information pertinent to the productattributes of a given consumer order; product code, quantity, price andcolor are some examples. This structure stores both the product label inthe appropriate language and the value input by the consumer.

Backend--Frontend Messaging

The following defines communications messages that flow between Backendand Frontend:

BE₋₋ REQ₋₋ NEW₋₋ CONSUMER₋₋ INIT

This message is sent to the appropriate Frontend when a new consumer isprovisioned on the screenTalk system.

Message₋₋ Type=1

Message₋₋ Number=1

BE₋₋ REQ₋₋ CONSUMER₋₋ INFO₋₋ UPDATE

Sent to the appropriate Frontend Server to update the shipping name andaddress of the consumer when a change is necessary.

Message₋₋ type=1

Message₋₋ Number=2

FE₋₋ UPDATE₋₋ CONSUMER₋₋ CPEID

Sent to the Backend when a consumer initializes his/her set on theFrontend server; used by the Backend to obtain the cpe₋₋ id for theconsumer.

Message Type=2

Message₋₋ Number=1

FE₋₋ UPDATE₋₋ CONSUMER₋₋ INTEREST₋₋ AREA

Sent to the Backend when a consumer changes his/her selected interestareas.

Message type=2

Message₋₋ Number=2

FE₋₋ UPDATE₋₋ CONSUMER₋₋ MALL₋₋ SELECTION

Sent to the Backend when a consumer changes his/her personal mallselection.

Message Type=2

Message₋₋ Number=3

FE₋₋ ORDER₋₋ DETAIL₋₋ LINE

This message is sent to the Backend after successful capture of aCallMall Order from a consumer (Fax Order application type). It containsthe relevant details of the order.

Message Type=2

Message₋₋ Number=4

FE₋₋ CATALOG₋₋ DETAIL

This message is sent to the Backend when a successful consumer's catalogfulfilment order is captured. Provides details on the order.

Message Type=2

Message₋₋ Number=5

FE EVENT UPDATE MESSAGE

Events captured in the Frontend server will be delivered to the Backendwith a FE₋₋ EVENT₋₋ UPDATE₋₋ MSG message type.

Message Type=3

Message₋₋ Number=Event Type

                  TABLE 2    ______________________________________    Areas of Interest    Interest Area Category Type                              Sub-Category    ______________________________________    Food & Groceries                  Food & Groceries                              Dairy    Food & Groceries                  Food & Groceries                              Dry Goods    Food & Groceries                  Food & Groceries                              Fruit/Vegetables    Food & Groceries                  Food & Groceries                              Health Food    Food & Groceries                  Food & Groceries                              Meat/Fish/Poultry    Food & Groceries                  Food & Groceries                              Package Goods    Food & Groceries                  Food & Groceries                              Specialties    Dining/Restaurants                  Price/Atmosphere                              Fast Food    Dining/Restaurants                  Price/Atmosphere                              Casual Dining    Dining/Restaurants                  Price/Atmosphere                              Fine Dining    Dining/Restaurants                  Type of Cuisine                              Canadian    Dining/Restaurants                  Type of Cuisine                              Chinese    Dining/Restaurants                  Type of Cuisine                              French    Dining/Restaurants                  Type of Cuisine                              Greek    Dining/Restaurants                  Type of Cuisine                              Italian    Dining/Restaurants                  Type of Cuisine                              Japanese    Dining/Restaurants                  Type of Cuisine                              Seafood    Clothing & Accessories                  Sex         Female    Clothing & Accessories                  Sex         Male    Clothing & Accessories                  Age         Newborn(0-6 months)    Clothing & Accessories                  Age         Babette(0-1 Year)    Clothing & Accessories                  Age         Infants(0-2 Years)    Clothing & Accessories                  Age         Toddlers(2-3 Yrs)    Clothing & Accessories                  Age         Pre-School(4-5 Yrs)    Clothing & Accessories                  Age         School Age(6-12 Yrs)    Clothing & Accessories                  Age         Teenagers(16-18 Yrs)    Clothing & Accessories                  Age         Adult(>18 Years)    Clothing & Accessories                  Type of Clothing                              Clothing    ______________________________________

Table 3 Function Definition by Subsystem

Subsystem 1--Manage Consumer/Retailer Information

Function 1.1--Manage Consumer/Retailer Information

Processes under this grouping provide functionality for systemadministration staff to maintain consumer and retailer relatedinformation. The information maintained involves: consumers, retailers,CallMall stores, catalogues, mall activities, and information services.

Function 1.2--Manage Order and Setup Charge Information

Processes under this grouping provide functionality for systemadministration staff to maintain order and setup charge information:order attributes, retailer order attributes, incomplete orderinformation, fax completed orders, setup charge types, as well ascreating setup charges.

Function 1.3--Manage EAS and Script Information

Processes in this grouping provide functionality for systemadministration staff to maintain EAS (Extended Area of Service)information,. fictitious telephone number types, default FDM scripts,and telco telephony scripts.

Function 1.4--Manage System Tables

Processes in this grouping provide functionality for the systemadministrator to maintain the system tables required for system. Thesetables include: interest areas, CallMall category types, payment types,ad types, event types, fictitious telno types, etc.

Function 1.5--Manage Back-End System Security, Help, and Error Handling

Processes in this grouping provide functionality for the systemadministrator to establish security requirements for the back-endsystem. Functionality here also allows for common error handling andon-line help for processes in the back-end system.

Back-end processes are those processes that system administrationutilize, whereas front-end processes are those processes that theconsumer utilizes through their ADSI device.

Subsystem 2--Manage Consumer Interactions

Function 2.1--Manage Session Interaction Information

Processes in this grouping provides the following functionality for theconsumer using their set in the off-hook state: establishes andterminates sessions with the server, requests set initialization, andhandles the various make call requests.

Function 2.2--Manage DBM SDC Interactions

Processes in this grouping all pertain to providing the consumer withthe functionality to interact with little/lot DBM messages, as well asan additional feature of allowing for the testing of new little/lotmessages off site.

Function 2.3--Manage CallMall Shopping Interactions Processes in thisgrouping all pertain to providing the consumer with CallMall shoppingfunctionality.

Function 2.4--Manage CallMall Personal Agent Interactions

Processes in this grouping all pertain to providing the consumer withCallMall personal agent maintenance functionality. Although initiatedfrom the CallMall these processes deal with all aspects of theconsumer's personal agent maintenance, including those related to DBM.

Subsystem 3--Manage Ad Sales and Development

Function 3.1--Manage Ad Sales & Ordering Administration

Processes in this grouping deal with providing sales staff with thefunctionality necessary to administer DBM message ordering and sales,including: sales force, order forms, pricing, commission, as well asproviding campaign and ad development and scheduling information.

Function 3.2--Manage Ad Creation

Processes in this grouping deal with providing administration staff withthe ability to acquire and capture ad voice and text informationsupplied by the ad creative house.

Function 3.3--Manage Ad Population

Processes in this grouping provide DBM sales administration with thefunctionality to forecast message penetration, as well as the capabilityto reserve specific slots on an ad basis.

Subsystem 4--Manage Information For Distribution

Function 4.1--Manage DBM Distribution

This grouping contains the functionality necessary to distribute DBMrelated information to remote locations. The information covered isconsumer message reservations, next day's downloads, and "more flyers".

Function 4.2--Manage CallMall Distribution

This grouping contains the functionality necessary to distributeCallMall related information to remote locations. The informationcovered is community mall stores, catalogue stores, mall activities, andcommunity info service.

Function 4.3--Distribute Information to Remote

This grouping contains the identification of remote locations and thetransfer mechanism to distribute the data.

Function 4.4--Acquire Distributed Information

This grouping contains the functionality necessary to acquire raw eventinformation from remote locations for central processing.

Subsystem 5--Manage FDM Delivery

Function 5.1--Manage Scheduled DBM Script Delivery

Processes in this grouping provide the functionality for the system totranslate and download new DBM FDM Little Ads to the consumer's set. Italso handles the translation of new SDC Little/Lot Ads.

Function 5.2--Manage Scheduled Default FDM Script Delivery

Processes in this grouping translate and download new default FDMscripts to the consumer's set.

Function 5.3--Manage On Demand FDM Delivery

Processes in this grouping download set initialization functionalityupon user request. The Feature Download Management information providesthe set with its basic functionality.

Subsystem 6--Manage Event Information

Function 6.1--Manage System Archive and Cleanup

Processes in this grouping provide the functionality to archive andpurge inactive data from the system. Each process is to provide adetailed control summary report of information archived and purged.

Function 6.2--Manage Event Processing

Processes in this grouping provide the functionality that takes rawevent information acquired by Subsystem 4 from Subsystem 2 into theappropriate structured event. These processes also update theappropriate monthly event roll-up counters.

Function 6.3--Manage Event Rating

Processes in this grouping provide the functionality that rates andcreates financial transactions from billable events and setup charges.It provides the functionality for producing retailer billing reports,and the ability to inquire on them. It also provides the functionalityto transfer the information to CIS/BILLING.

Function 6.4--Manage Retailer and Sales Reports

Processes in this grouping provide the weekly and monthly retailer andsales force reporting requirements.

Function 6.5--Manage System Reports

Processes in this grouping provide reports which are necessary to manageand operate the system.

The embodiments of the invention in which an exclusive property orprivilege is claimed are defined as follows:
 1. A marketing system foruse in a public switched telephone system having stored program controlswitches connected to screen based devices in customer premises, eachsaid screen based device having means for visually displaying messagesand means for sending at the option of a customer a response to adisplayed message over the public switched telephone system, themarketing system comprising:means for storing predetermined informationrespecting each customer; means for assembling and managing messagesincluding:means for creating and storing messages to be delivered to atleast some of said screen based devices; and means for delivering themessages through the public switched telephone system to said at leastsome of said screen based devices; means for identifying the at leastsome of said screen based devices to which messages are delivered andstoring this message delivery information; means for initiating thedisplay of said messages on said means for visually displaying messages;means for identifying any responses from the screen based devices to themessage delivered thereto and storing this message response information;and means for generating response measurement statistics based upon themessage delivery information and the message response information.
 2. Asystem as defined in claim 1 in which the messages are delivered to thescreen based devices while they are on-hook without ringing the screenbased devices.
 3. A system as defined in claim 1 in which screen baseddevices which are unable to receive messages while on-hook are providedwith a default script which initiates a request, transmission andreception of messages.
 4. A system as defined in claim 1, in which saidmessages are delivered automatically or upon customer request.
 5. Asystem as defined in claim 1, in which the means for delivering themessages operates at predetermined times.
 6. A system as defined inclaim 1, in which the screen based devices store and display thedelivered messages until overwritten by new messages.
 7. A system asdefined in claim 1, in which said means for initiating the display ofthe stored messages is automatic.
 8. A system as defined in claim 1, inwhich said means for initiating the display of the stored messages is inresponse to customer request.
 9. A system as defined in claim 1, inwhich the means for identifying any responses from the screen baseddevices comprises means for identifying a calling telephone numberassociated with a particular one of the screen based devices and acalled number.
 10. A system as defined in claim 9, in which the meansfor identifying any responses from the screen based devices furthercomprises means for identifying an identification number associated witha respective one of the screen based devices, which in combination withthe identified calling telephone number and called number identifies themessage to which the customer responded.
 11. A system as defined inclaim 1 in which the screen based devices are compliant with an ADSIstandard.
 12. A system as defined in claim 11 in which the screen baseddevices are analog telephones with display screens.
 13. A system asdefined in claim 1, in which the means for sending a response to adisplayed message comprises means for selecting between at least twodifferent possible responses, one of which establishes a call from thescreen based device through the public switched telephone system to asource of further information regarding the message, the other of whichcommunicates a request for a longer message to be delivered to thescreen based device for display thereon providing further informationregarding the initial message.
 14. A system as defined in claim 13 inwhich the source of further information is a sponsor of the message. 15.A system as defined in claim 13 in which the source of furtherinformation is an interactive voice system and/or an interactive screenbased text system and/or an interactive video system.
 16. A systemaccording to claim 1 further comprising means for the customer toinitialize said predetermined customer information, said predeterminedinformation comprising language choice, areas of interest, shippingaddress, and demographics.
 17. A system according to claim 16 in whichall of said predetermined customer information is maintainable by saidcustomer.
 18. A system according to claim 16 in which said means foridentifying the at least some of said screen based devices to whichmessages are delivered selects only messages relating to retailerslocated within the free calling area of each customer and with subjectmatter falling within each customer's areas of interest information, andscreens out all other messages.
 19. A system according to claim 18 inwhich means are provided to deliver messages which were screened out bysaid areas of interest but still relate to retailers or serviceproviders within the free calling area of the customer, upon customerrequest.
 20. A system as defined in claim 1, in which the means forassembling and managing messages includes means for selecting from thetotal number of screen based devices a set of specific screen baseddevices to which a particular message is to be delivered.
 21. A systemas defined in claim 20 in which the set of screen based devices to whicha particular message is to be delivered is based upon said predeterminedinformation respecting each customer.
 22. A system as defined in claim20 in which the set of screen based devices to which a particularmessage is to be delivered is based upon a previously stored list.
 23. Asystem as defined in claim 20 in which screen based devices which areunable to receive messages while on-hook are provided with a defaultscript which prompts the customer to initiate a request, transmissionand reception of the messages.
 24. A system as defined in claim 20 inwhich the set of screen based devices to which a particular message isto be delivered are all located in a toll-free calling area in relationto a retailer referred to in the message.
 25. A marketing system for usein a public switched telephone system having stored program controlledswitches connected to screen based devices in customer premises, eachsaid screen based device having means for storing and displayingdelivered messages until overwritten with new messages and means forsending a response at the option of a customer to a delivered message;said system comprising:means for storing predetermined informationrespecting each customer; means for assembling and managing messagesincluding, means for creating and storing messages to be delivered toone or more of said screen based devices; means for selecting one ormore of said screen based devices to which each said message is to bedelivered based on said predetermined information; means for deliveringthe messages in a non-obtrusive manner to the selected screen baseddevices at a predetermined time; means for identifying the screen baseddevices that each message is delivered to and storing this information;and means for identifying responses to each message from the screenbased devices and storing this information; and means for accessing thestored information, and generating response statistics based thereupon.26. A marketing system in which messages are created and stored on abackend server comprising:means for periodically transmitting saidmessages to a set of remote frontend servers; means for generating andperiodically transmitting a target list of customer screen based devicesfrom the backend server to each frontend server for each message suchthat each customer screen based device on a target list for a givenfrontend server is within the local calling area of that server; meansfor each frontend server to send out each message to its associatedtarget list of customer screen based devices over the public switchedtelephone network.
 27. The system of claim 26 in which said means forperiodically transmitting said messages to a set of remote frontendservers only sends messages relating to stores or service providerslocated within the free calling area of each frontend server.
 28. Aninteractive home shopping system for use in a public switched telephonesystem having stored program controlled switches connected to screenbased devices in customer premises, each screen based device having ascreen for displaying information and means for transmittinginstructions from said screen based device through the public switchedtelephone system, said system comprising:means for storing predeterminedinformation respecting each customer, the predetermined informationincluding shipping information; means at each said screen based devicefor a customer to select connection of said screen based device to theshopping system; means for the shopping system, in response to thecustomer selecting a connection, to present a set of stores or serviceproviders to the customer upon said screen; means for the customer viasaid screen based device to select and interactively browse through thestores or service providers presented; means for the customer to ordervia said screen based device a product or service; means for identifyinga calling telephone number of the screen based device; and means forretrieving on the basis of the calling telephone number the shippinginformation of the customer associated with the screen based device tocomplete the order.
 29. A system as defined in claim 28 furthercomprising:means for a customer via said screen based device to selector update from a list of stores or service providers a personal mallconsisting of stores and service providers chosen by said customer; andmeans for storing the personal mall as one of a set of service optionspresented to said customer.
 30. A system as defined in claim 28 furthercomprising:means for a customer to enter or update via the screen baseddevice the predetermined customer information which is stored.
 31. Asystem according to claim 28 in which only stores or service providerslocated within the free calling area of a customer are made available tothat customer.
 32. A system as defined in claim 28 further comprisingmeans for identifying an identification number of each screen baseddevice and wherein the means for retrieving the shipping informationuses the identification number as well as the calling telephone numberto retrieve the shipping information.
 33. A system as defined in claim32 wherein the system has a computer and at least one of the stores orservice providers has a computer and further comprising means fortransferring from the system computer to the computer of the at leastone of the stores or service providers when said at least one of thestores or service providers has been selected by a customer.
 34. Thesystem according to claim 33 further comprising means for faxingcompleted orders from said system to said stores or service providers.35. A system as defined in claim 28 wherein an option is presented to acustomer using a store or service provider on said system to requestconnection to a remote help agent.
 36. A system as defined in claim 35further comprising means for identifying the customers obtaininginformation on a particular store or service provider, and the customerswho request connection to a remote help agent.
 37. A system as definedin claim 36 in which the means for identifying comprises means foridentifying calling and called telephone numbers.